Superfakes: The New Frontier of Risk in Luxury and the Industry’s Strategic Response

The rapid rise of superfakes—ultra-high-quality counterfeit products that are increasingly difficult to distinguish from authentic items—has become one of the most complex challenges facing the luxury industry. These are no longer crude imitations, but highly sophisticated replicas produced through advanced manufacturing processes and globalised supply networks.

This phenomenon threatens more than revenue streams; it undermines the very foundation of luxury: trust. As resale, rental and circular models gain traction, the ability to verify authenticity becomes central to value creation. Luxury brands are responding by moving beyond purely legal enforcement toward integrated strategies built around traceability, technology and consumer education.

Technologies such as NFC chips, blockchain-based digital certificates, advanced serialisation and post-purchase authentication platforms are increasingly embedded into luxury products. These systems enable end-to-end tracking from origin to ownership, strengthening transparency while reducing the entry points for counterfeit goods.

Over the long term, the fight against superfakes will reshape how luxury brands approach design, distribution and client relationships. Luxury will not only be about desire and craftsmanship, but also about verifiable authenticity, supported by intelligent systems that reinforce confidence throughout the product lifecycle.