On the Monetary Impact of Fashion Design Piracy Gil Appel Marshall School of Business, University of Southern California
[email protected] Barak Libai Arison School of Business, Interdisciplinary Center (IDC), Herzliya
[email protected] Eitan Muller Stern School of Business, New York University Arison School of Business, Interdisciplinary Center (IDC), Herzliya
[email protected] July 2017 The authors would like to thank Roland Rust, Senior Editor and reviewers, On Amir, Michael Haenlein, Liraz Lasry, Irit Nitzan, Raphael Thomadsen, the participants of the Marketing Science and EMAC conferences and the participants of the seminars of the business schools at University of California at Davis, the University of California at San Diego, and Stanford University for a number of helpful comments and suggestions. On the Monetary Impact of Fashion Design Piracy Abstract Whether to legally protect original fashion designs against design piracy (“knockoffs”) is an ongoing debate among legislators, industry groups, and legal academic circles, yet to-date this discussion has not utilized marketing knowledge and formal approaches. We combine data collected on the growth of fashion items, price markups, and industry statistics, to create a formal analysis of the essential questions in the base of the debate. We distinguish between three effects: Acceleration, whereby the presence of a pirated design increases the awareness of the design, and thus might have a positive effect on the growth of the original; Substitution, which represents the loss of sales due to consumers who would have purchased the original design, yet instead buy the knockoff; and the loss due to Overexposure of the design that follows the loss of uniqueness due to the design becoming too popular, causing some consumer not to adopt the design or stop using it.