The Fake Factor

Why we love brands but buy fakes
Sarah McCartney

A compelling analysis of controversial fake brands and why people prize them so highly.

Making fakes and selling them dates back at least to Roman times, but in the twenty-first century it is booming. Current estimates are that counterfeits account for up to 7 percent of all world trade. This includes not only world-famous fashion brands, but also the likes of football shirts, Harry Potter books, cricket memorabilia, fake Smurfs and disabled parking permits. Some fakes – like baby milk and drugs – can be seriously hazardous, and all of them threaten legitimate trade.

The ethics of trading in counterfeits are complex, though. “But they’re fakes,” protested trading standards officers trying to warn the public of goods that could take them in. “Yeah, how much do you want for them?” was the reply. Judges in Italy let off a man charges with “passing off” goods on the grounds that no sane person could be deceived by his offerings, and in the USA you’re not forbidden to import counterfeit goods, only restricted in the quantity and frequency you bring with you.

In this fascinating book, Sarah McCartney ruminates on the meaning of a brand, its integrity (or lack thereof), why “Only the tourists buy fakes,” the rip-offs she’s suffered and those she’s avoided, wild offers on eBay, covetable Mandarina Duck bags in TKMaxx, “What a (great) rip off!” features in magazines, and much more.

“Sarah McCartney is the real thing. She understands brands and marketing inside out, and she writes about them with a wit and wisdom that is her personal trademark.”
John Simmons, brand consultant and author of Dark Angels

“Fake business is big money or big trouble, depending on who you ask. The Fake Factor delivers real answers on fake business.”
Stefan Engeseth, CEO, DetectiveMarketing.com and author of ONE

“This book truly represents the Sarah McCartney brand…it is interesting, intelligent, witty, easily digestible and contains a considered opinion of our motivation for owning labels.”
Triona Tierney, CEO, IT&MIS

“The Fake Factor is the real thing! A wise, witty and well-written insight into the weird and wonderful world of fakes, forgeries, rip-offs, pass-offs and, needless to say, authentic replicas.”
Stephen Brown, P.T. Barnum Professor of Marketing Symbology

SARAH McCARTNEY is best known for writing Lush Times, Lush Natural Handmade Cosmetics’ newspaper. Her company, Little Max, advises organizations on solving problems and overcoming obstacles. She also teaches research and information management part time to post-graduate marketing students as a penance for spending so much time enjoying herself.

She was born in Saltburn-by-the-Sea and set up her first business aged 9, selling Dymo name tapes to her classmates, but her mum made her give the money back. She was educated at Boldon Comprehensive School (where she held records for O Levels and the long jump) and Durham University. Sarah spent six years in advertising and six in marketing at the Guardian and Observer, then studied marketing and corporate strategy at TVU School of Business.

Sarah is a qualified yoga teacher and recently set up www.yogateds.com a joint venture with her mum, who has finally overcome her aversion to commerce. She lives in West London in a home full of interesting objects including a noisy Burmese cat and a very tolerant husband.

You can reach Sarah via sarah@littlemax.co.uk 

1-904879-42-X
£9.99 PB
Rights: All
Sales territory:World ex. Asia & ANZ
Asia & ANZ sales: MCIA*