Strg_F

Gucci & Rap: the fake clothes business (2021x35)

Udgivelsesdato: Sep 07, 2021

Gucci, Louis Vuitton, Prada: The fake clothing market is booming and influencers and rappers are pushing it because they sometimes have collaborations with the brands. A network of dubious underground dealers has developed in Germany because more and more young people want the designer items. We visited one and it was really dangerous. According to surveys by Bain & Company, Generation Z is the fastest-growing target group for luxury companies - growing thirteen-fold in five years. Because the brands are focusing on this group, even though they don't have the money to do so. They are also influenced, for example, by YouTube formats such as “How much is your outfit worth?” or by rap lyrics. According to an analysis by STRG_F, around half of the lyrics to the number 1 hits in rap over the last five years contain brand names. We talk to rappers like Kontra K and Lil Shrimp, to YouTubers Lion and Benie, to dealers and customers.