Why Naples is known as the European counterfeit capital
City is ground zero for Italy’s estimated HK$59b fake-goods market, which is run by the mafia
As top brands like Gucci and Prada prepare to report billions in sales this month, luxury fakes on the streets of Naples, Italy, are also yielding a jaw-dropping cash stream – for the mafia.
The teeming southern metropolis is ground zero for Italy’s estimated ¤6 billion to ¤7 billion (HK$51 billion to HK$59 billion counterfeit market, where fake handbags, sunglasses, clothing and shoes flourish, hawked in plain sight to buyers willing to score a knock-off bargain.
“Which brand do you like? What colour, what model?” asks a persistent seller at the “Market of Fakes” spread out over back alleys near the gritty city’s central railway station.
Men arrive hauling overstuffed blue plastic bags, from which emerge Gucci baseball hats, Fendi wallets, Hermès belts and bright orange Louis Vuitton shoeboxes, sold from rickety tables at a fraction of the price of their originals.
Counterfeits are a global phenomenon, whether fake fashion, toys, electronics, food or pharmaceuticals. They are estimated by the OECD club of developed countries to represent 2.5 per cent of world trade.
Italy – home of the most luxury fashion brands – is the clear leader in counterfeit seizures in the European Union, accounting for 63 per cent of items confiscated by police in 2022, according to a November EU report.
And it is in Naples that the counterfeits trade has prospered to a unique extent, making it the undisputed European capital of fakes.
The city has a stake in every phase of the counterfeit fashion supply chain, from manufacturing and warehousing to distribution and sales – all of them dominated by the region’s homegrown Camorra mafia.
While many consumers are unconcerned about counterfeits, the mafia’s involvement has increasingly made them a law enforcement priority.
While less lucrative than selling drugs, counterfeiting generates cash, helps launder drug money and is relatively low-risk, with jail sentences far below those for more violent crimes.
“They have already got the clientele … the tourists go by on the street, the bag is bought and it generates profits for the criminal organisation,” says Lieutenant Colonel Giuseppe Evangelista, head of operations in Naples for the Guardia di Finanza, Italy’s financial crimes police.
Police seizures are frequent and on the rise, including the discovery of a factory producing thousands of counterfeit Napoli soccer banners, jerseys and caps in February.
Interior ministry data shows that between 2018 and 2022, Naples police seized nearly 100 million items, worth over ¤470 million – some 14 per cent of the value of all counterfeit goods seized in Italy in that period.
“In Naples, counterfeiting represents a real parallel economic sector” run by local and foreign mafias, wrote a 2021 government report. It called the city a “centre of excellence” for fakes.
An artisanal heritage in tailoring and leather, an international port, high unemployment and an influx of cheap foreign labour have all helped counterfeiting flourish – as has the local population’s long-standing tolerance of bending the rules.
Collaboration between the Camorra and Chinese criminal groups fuels the rigorously controlled system. While higher quality goods are produced locally, most imported goods come from China and Turkey.
Counterfeiters choose busy EU ports, such as Rotterdam in the Netherlands, or those with less stringent controls like those in Greece or Bulgaria, from which imported fake goods are trucked to Italy.
Once in the Campania region surrounding Naples, final finishing takes place in workshops using cheap illegal labour.
Labels are frequently shipped separately and sewn on last, making it more difficult for customs to spot fakes.
The mafia also controls distribution, either through its own sales channels or by pressuring shop owners to sell fake goods among their genuine items.
A 2022 police investigation found Naples street market sellers paid the mafia up to ¤200 weekly to operate their stands, or were forced to buy their merchandise.
Counterfeiting’s negative effect on the economy, notably in terms of lost demand, lost jobs and unpaid taxes, is huge.
The Italian government put it at ¤17 billion in 2020 – a year when economic activity contracted heavily because of coronavirus lockdowns.
There are other consequences: many of Naples’ hundreds of toxic fires each year are because of the disposal of trimming from counterfeit garments and shoes, experts say.
Top brands spend millions to fight counterfeiting. Louis Vuitton brought more than 38,000 anti-counterfeiting procedures globally in 2017, according to its website.
Even smaller companies are now setting up legal protection departments, while increasingly investing in tracking technology.
Juna Shehu of Indicam, an Italian association lobbying for IP protection of leading fashion brands, says industry cannot act alone.
Indicam is calling for the EU to harmonise rules on dealing with seized fakes, with some countries currently making brands pay for their storage or destruction.
Educating consumers is also key. A 2023 survey found onethird of EU citizens would consider buying fakes if the originals are too expensive, rising to half of young people.
Back on the Naples street, many customers seem unconcerned.
“It does not bother me,” says Caterina, 17, who bought a fake YSL wallet from a market seller for ¤11. The original costs more than ¤300. Regardless of the label, it is about whether I like the object.”