Irish counterfeiting losses in fashion and sportswear total €359m annually, according to figures referenced across the sector. Data from the European Union Intellectual Property Office (EUIPO) indicates the fashion and clothing industry sustains estimated annual losses of €12bn across the EU, while counterfeit handbags, jewellery and watches cost genuine manufacturers up to €2.7bn in lost sales each year. In Ireland, counterfeiting leads to annual losses of €349m in the clothing sector and €10m in the handbags sector, weighing on Irish fashion and its related supply chains.
Around the globe, counterfeit items that mimic the appearance of genuine products have become widespread, fuelled by the expansion of e-commerce and the influence of social media. SMEs are particularly vulnerable, as many rely on a small number of distinctive product designs and have limited capacity to monitor and enforce their design rights. These pressures add to Irish counterfeiting losses and challenge the resilience of Irish fashion businesses.
Enforcement action around the FIFA World Cup
A major international enforcement action earlier this month, supported by the EUIPO and targeting counterfeit sports merchandise, led to the seizure of more than 66,000 fake football jerseys and kits intended for distribution during the FIFA World Cup 2026. The products imitated official designs, crests and distinctive elements of national football teams and were intended for sale through illegal street markets, unauthorised online channels, social media platforms and other illicit distribution networks.
“The estimated value of the seized counterfeit goods exceeded €2m, while the economic damage to intellectual property rights holders is estimated at more than €7m.” Authorities reported numerous arrests linked to suspected intellectual property offences, and investigations remain ongoing. The focus on counterfeit goods linked to the FIFA World Cup reflects how major tournaments can draw illicit activity into high-demand categories.
“When there are major international sporting events, we clearly see an increase in the number of counterfeit goods seized,” said Yann Ambach, head of tariff and trade policy at French customs. “We are dealing with large-scale fraud, criminal networks and poly-criminality. Manufacturing, transporting and buying a counterfeit product is not a trivial act. It fuels criminal networks, results in job losses, a loss of expertise and a loss of tax revenue.”
Design’s role in purchasing and risk
Consumer behaviour also shapes exposure to counterfeit goods. Around 13% of Europeans report having intentionally bought counterfeit products, rising to 26% among younger consumers aged 15-24. Product design is particularly valued by younger consumers, and 76% of Irish consumers are willing to pay more for better-designed products.
Design-led sectors remain vulnerable to counterfeiting, with estimated losses of €12bn in clothing and €2.7bn in handbags and jewellery each year across the EU. As design becomes a more important factor in purchasing decisions, creators and businesses face growing risks from unauthorised copying and counterfeiting. Among 18 to 24-year-olds, 80% agree design is an important factor in their purchasing decisions; this group is more likely to pay higher prices for better quality and to associate design with positive emotions.
While quality and price are still central to consumer choice, the strong role of design increases exposure to counterfeiting across fashion, furniture, electronics and other consumer goods. For Irish fashion in particular, the combination of design appeal and global online marketplaces adds pressure to protect legitimate products and reduce Irish counterfeiting losses.
Protecting designs and safeguarding markets
“European design is one of our greatest competitive strengths. It shapes the products we trust, value and enjoy every day while helping businesses stand out in the global market,” said the executive director of the EUIPO, João Negrão. “Research confirms that consumers, especially younger generations, recognise the value of good design. Protecting designs gives creators the confidence to innovate and businesses the edge to compete generating the growth and competitiveness on which Europe’s economy relies.”
Across these developments, enforcement backed by the EUIPO, a focus on intellectual property protections and continued monitoring of counterfeit goods especially around events like the FIFA World Cup remain central to supporting intellectual property rights holders and the wider market.
