Is the Future of Fashion Counterfeiting 3D Printing?

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Since 1982 the trade of counter fit products has increased from .5 billion annually to 0 billion. A large part of that revenue is from the sale of bootleg fashion products, a report by a European watchdog firm estimates that approximately 10% of apparel sold worldwide is illegitimate. This accounts for a .5 billion loss to companies in Europe alone. Some houses like Moncler and Vivienne Westwood are embedding their clothing with chips that can be scanned on a smart phone to confirm authenticity. Still, there is a massive and looming threat to the intellectual property of fashion brands worldwide.

The advent of the 3D printer is being called a second industrial revolution. With an electronic schematic of the original a 3D printer can replicate virtually any object. When 3D printer maker M3D launched in 2014 they raised quadruple of the amount they originally asked for on Kickstarter, with the promise to make devices that only cost 9. It is estimated that the industry for 3D printers will reach .5 billion by 2020; in less than ten years they will be as ubiquitous as televisions. Besides the obvious disruption to labor and the way we consume, another major concern is intellectual property.

In the mid 2000’s when MP3’s replaced analog CD’s, the music industry faced the massive threat of illegal downloads. The fashion industry has a similar threat on the horizon. 3D printing could make counterfeit goods more accessible than ever before, people will be able to print a Chanel flap bag in their home office. The Gartner Group, an American think tank, estimated in 2014 that by next year companies will already be losing 0 billion to intellectual property infringements from 3D printing.

3D printed objects are made from liquid plastic, it seems unlikely that the machines will be able to replicate the craftsmanship and materials of luxury goods. However mid market brands are more vulnerable, like sneaker and sportswear makers. 3D printing might also wipe out fast fashion, as the immediacy of being able to print your own clothing cannot be matched by factory production. Standard sizing could also become a thing of the past because everyone will be able to print clothing to their exact specifications. Designers might not even show collections anymore, they might just upload digital scans of clothing immediately available for download.

While “see now, print now” might be the wave of the future, fashion will adapt just as the music industry adapted to the Ipod.

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