Copying and its place in product development: definitions and practices by fashion industry personnel

Abstract

Having apparel similar to what others are wearing is a basic desire in the fashion world and results in copying. Copying is both easier with technology and more prevalent with the attraction of brands and logos; however, research in the fashion literature is limited in the exploration of copying. To address this gap, this study investigated the definition of copying, the integration of copying technologies into product development, and training within the industry relative to copying and counterfeiting. Ten product development personnel working in the fashion industry were interviewed using an online, structured survey technique. Findings indicate that copying is inherent in the product development process for fashion goods with important implications for education and training about copying and counterfeiting.