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Himsikha Palit, a Kolkata-based artist, regularly shops on e-commerce websites for her children and for kitchen essentials. But, she never buys branded premium or luxury goods online.
Not that Palit is averse to premium goods. She regularly buys Ritu Kumar clothes in stores. Recently, she purchased a Ritu Kumar gown online but from the designer's own website. Would she consider buying her favourite designer's clothes on other e-commerce websites? No, she says. "I am not convinced that the branded clothes available online are genuine. I have heard a lot of first copies are available online. These are very good copies. They are cheap, and difficult to identify as fake. I have seen brands like Michael Kors at prices that are four times cheaper than in stores. But, I don't take the bait," says Palit.
One way of ensuring you buy only genuine products is by shopping on websites of the brands themselves. The other option: buying through websites known for selling luxury brands.
One such website is Rocknshop.com which deals with luxury high-end fashion. The website has internal checks on inventories and any product that does not fit the specification is not retailed, says Priya Sachdev, founder and chief executive.
When a customer chooses to buy from a source outside the brand's own authorised boutique or e-commerce portal, they do run the risk of picking up products that might not be genuine, says Nikhil Mehra, chief of operations at Genesis Luxury, an exclusive distribution and marketing partner for several international luxury labels.
Counterfeits or fakes are a serious concern in India and globally, says Arvind Singhal, chairman, Technopak Advisors, a management consultancy focusing on retail, consumer product and e-tailing.
"By and large, luxury brands discourage selling online unless it is their own website. In India, e-commerce portals follow the marketplace model, which makes it difficult for them to monitor the products. They do not have control over the inventory. So, most of the luxury brands you see online are purchased by vendors in the grey market and sold online," he says.
While shopping online, it is difficult to ascertain if the product is genuine or not. Yet, there are some things you can watch for.
Price point
There are some flash sale websites where you can pick up premium and luxury brands up to 70 per cent cheaper. However, usually something priced 70-80 per cent cheaper might not be a genuine product.
"When a product is priced way below its original Maximum Retail Price on established brand channels, that should be a red flag to check its authenticity. If it is an authorised website, the product will be genuine. Discounts happen on old-season products usually or if not genuine," says Mehra.
For instance, Rocknshop.com offers seasonal discounts or promotional campaigns, which might not be available at stores selling the same brands, says Sachdev.
Website details
If the website has an authenticity certification, delivery assurance, customer care number displayed prominently and details of the brands and designers, chances of it being a genuine one are higher. Pictures of the particular bag, apparel or shoe from the runway or blogs about the latest fashion trends are details which add credibility to the site. "The more the information available on the site about the designer or the product, higher the chances of it being genuine," says Sachdev.
If a website claims it is the sole retailer of that brand, check if it is available on other sites before making the purchase. Also, if it is the brand's authorised portal, you will find the same season's collections, says Mehra.
Physical verification
When you receive the product, check for the tag, dust bag and warranty card. Branded goods, especially luxury items, are never sold without these. Some brands carry a code inside the product that can be tracked to the brand. After sales service is another feature always offered by branded goods. So, if the product does not offer these, what you have been sold is most probably a fake.
Once you receive the product, check for the stitching, fabric and hardware to know if the product is genuine or not. As a precaution, opt for Cash On Delivery (COD), if the feature is available. Rocknshop offers COD only for Mumbai and Delhi, and there is a service for shipping.
If it is fake...
Unfortunately, not much can be done. There is no clear legal process yet in India, says Mehra. You can approach a consumer court and complain against the website. Or take the help of social media and publicise the matter. If you are lucky, the website might refund your money for fear of damage to its reputation.
"The brand cannot help much in this case," points out Sachdev.
The disadvantage is that in the marketplace model, which is what e-commerce portals follow in India, there is confusion about who is accountable, for customer complaints - whether it is the website or the brand, says Singal. "Actually, a lot of people who are buying online probably know it is not authentic. Anyone who wants to buy luxury usually wants to go to a store and enjoy the experience," he adds.
Benefits of online buying
The biggest advantage is the convenience and reach, if the brand's store is not in your city. "We get a lot of aspirational customers in the age group of 28-35 years from tier-II and tier-III cities," says Sachdev. A first-time buyer gets a flat 10 per cent discount on Rocknshop.com. There are options to buy the product on equated monthly instalments.
The percentage of online luxury shoppers is small. They are usually younger in profile and more influenced by online and social media. "People from smaller cities shop online, due to lack of the presence of brand boutiques in these places," says Mehra.
What to keep in mind
- Preferably buy at authorised websites of the brand
- Check for website's authenticity certification; details about brand, product, designer
- Check if customer service and after-sales is available
- Be wary of too many sales and discounts; if price is too low, it might be counterfeit
- Brand is not responsible in case of fake products
- Lodging complaint with consumer court is the only recourse in case of fakes
