The Perfect Dress: Too Good to be True?

Finding the perfect wedding gown can be one of the most exciting and special moments of a bride-to-be’s journey to the altar. All brides are unique in their tastes and dreams for their dress, whether it is a bride who has always envisioned herself in a certain gown, or a bride whose priorities are much more budget- than style-related. But what should be similar for all brides is that the process of finding and purchasing the ideal dress is a smooth one…something that can be incredibly impeded by one of the biggest problems in the bridal industry today: counterfeit dresses sold by unauthorized online retailers.

Some online retailers claim to sell authentic, branded wedding gowns discounted at fifty percent or more off the retail price. Unfortunately, these bargain deals can indeed be too good to be true. But what often makes it difficult to detect whether or not a discounted site or unofficial online retailer is legitimate is the fact that many of the unauthorized retailers utilize the same photographs that are found on official retailers’ websites. A picture of an Enzoani wedding gown on a discounted online retailer site is most likely being used without permission, and we often don’t know that these websites are using our copyrighted materials. The unauthorized companies will mislead brides into believing that they are purchasing an authentic Enzoani product, when in reality, the brides may end up receiving gowns that are completely different in quality and appearance—if they receive the gown at all. For instance, where an Enzoani gown may have crystal embellishments, low-cost sequins may be used instead on a counterfeit gown. Because the counterfeits are often duplicated solely based on the copyrighted photographs of the authentic gowns, the counterfeit gowns may also present additional problems, from being the wrong length or wrong color to being made from inexpensive, lower-quality fabrics.

So, what is being done to combat the counterfeit issue?

Thankfully, several measures are being taken by members of the bridal industry to eliminate counterfeit sales that are negatively affecting brides, retailers, designers, and manufacturers alike. Amanda Bradwell, owner of The Eternity Group and committee member of the British Bridal Suppliers Association (BBSA), has been leading the charge in taking on counterfeiters—largely located in China—that are selling fake gowns on their websites. Through her efforts to speak with politicians, key bridal industry players, and online search engines like eBay and Google, Amanda has spearheaded much of the battle to raise awareness of the counterfeiting issue, and to enact change before the damage becomes too great. Hand in hand with Amanda’s initiatives is a landmark ruling by the High Court in the UK that Internet Service Providers (ISPs) must be accountable in the fight against counterfeit products, and must try to block sites selling fake goods. Amanda explained that with this new ruling, “The law has been changed at last from Civil to Criminal. This now makes the Service Providers responsible for their own clients. It will allow companies to force websites down. Any companies not doing this, we can report to the IP Crime Group. BBSA will also have an exclusive new software for members to take advantage of to allow them to quickly find and report any illegal use of their Intellectual Property.”  With each step taken towards ending the sale of counterfeit gowns and goods, the bridal industry landscape is changing—and for the better.

What steps can I take to avoid purchasing a counterfeit gown?

With over six hundred thousand counterfeit wedding dresses being sold online every year, one of the most important steps to keep in mind when researching a gown on a discounted online retailer site is to refer back to the gown brand’s website for a list of authorized retailers. Another good rule of thumb is to check the online retailer’s Contact page for a phone number or company address that allows you to reach them.

For a list of authorized Enzoani retailers, please check our website. If a certain retailer is not listed, please feel free to send an email to [email protected] for more info. By taking the necessary steps and precautions to avoid falling into a counterfeit scheme, finding the perfect dress for your big day can be an easy and lovely experience.