Guidance

How to spot fake fashion when shopping second-hand

Published 27 May 2026

Fakes are cheap imitations of genuine items. Counterfeit clothes, shoes and accessories use inferior materials, poor stitching and may contain harmful chemicals.

Counterfeit goods also have wider environmental and social impacts. They contribute to landfill waste, toxic dyes are often used in production produced using toxic dyes, and in many cases rely on underpaid or forced labour.

As household budgets are under pressure, people will often look for the best value available. This makes it even more important to support confident and informed choices when shopping second-hand as a cost-effective and environmentally conscious alternative to counterfeit goods. 

While counterfeiters continue to refine their methods to imitate genuine brands, most online marketplaces are also strengthening their detection and prevention tools. However, as methods of deception evolve, staying vigilant and using platform protections helps support safer shopping. Having the right information is the most effective way to shop safely and confidently. 

This guidance has been developed in partnership with Vinted to help people identify and report counterfeit items when shopping second-hand. 

How to avoid fake items on second-hand and resale marketplaces 

Assess an item’s authenticity before buying by checking these details: 

Price

Second-hand shopping offers good value prices, so a low price is not necessarily a red flag. However, you should look for outliers. If a price seems significantly lower than other second-hand listings for the same item in similar condition, it’s worth a closer look. 

The Seller

Check for positive feedback from previous buyers, but also look at the consistency of their listings. Does the seller have a history of successful transactions? If you’re dealing with a new seller, look for detailed, original photos and a willingness to answer questions - these are often the best signs of an authentic community member. 

Photos

If you’re shopping online, are the photos high quality? Check for photos of labels, swing tags and sizes. If the listing claims to be a high-end designer piece, check the labels match what you would expect from the brand. Also look for photos of digital IDs and QR codes, which are used by some brands as tracking and authenticity indicators. 

Listing

Look for consistency between the photos and the description. If the text claims an item is in ‘perfect condition’ but the images show something different. Or, if the description is missing key details about the brand’s features, it could be a sign of a low-quality listing. Authentic sellers are usually happy to provide the ‘why’ and ‘how’ behind the items they are selling. 

Verification services

For added peace of mind when buying high-value fashion items, professional verification services provide an expert safeguard against sophisticated fakes that are difficult to spot. Professional verification) uses specialist teams to physically inspect designer fashion items - checking details like craftsmanship and brand markings before certifying authenticity. 

Payment method

Always beware of retailers asking for payment to be made outside of the platform’s integrated payment methods. When trading on Vinted, you can pay via the ‘Buy Now’ button. This ensures you’ll be covered by Vinted’s Buyer Protection. This enables safe payment between two members, avoiding the need for exchanging bank details.  

What to do if you see fake listings 

If you see an item on a platform you believe to be fake, report the listing to the platform via their dedicated reporting tool.

Vinted provides simple tools to report concerns about listings. You can do this by tapping the three dots in the right- hand corner of the listings, and clicking ‘Report’. On the Vinted website, it’s the flag icon underneath the listing images. Both rightsholders and consumers can use this tool.

Once your item arrives, the best way to stay protected is to inspect it right away. Vinted gives buyers time after delivery to review their item and raise concerns through support. You have a 48-hour window after delivery to report any concerns. If you suspect an item is not genuine, take clear, close-up photos of the labels, logos, and craftsmanship as evidence. Providing these details within that 48-hour period ensures that Vinted’s member support team can investigate fully. 

On Vinted, you can also report inappropriate behaviour and content.

If you have bought a counterfeit item in person, such as at a shop or kilo sale, return the item to the seller and request a refund. 

If you have concerns or are aware of any person or business that may be involved in the sale of counterfeits, you can contact one of these organisations:

Your local Trading Standards authority is the leading agency enforcing criminal IP legislation.

You can also report sellers to Citizens Advice or call 0800 144 8848. 

If you wish to remain anonymous, contact Crimestoppers or call 0800 555 111. 

Take care to check second-hand items are safe to use by checking the guide on Consumer products: buying second-hand goods 

Many global e-commerce stores have also developed specific tools to allow intellectual property rightsholders to report and remove infringing listings to protect their brands.

Authentication and verification services 

Some resale platforms offer authentication for designer goods, either included or on request, where in-house teams verify the legitimacy of a branded item.

Vinted

Item Verification for designer items and Electronics Verification service for buyers 

eBay

Selling with Authenticity Guarantee eBay 

Vestiaire Collective

How do you authenticate an item? - Help Centre 

StockX

Our Process - StockX 

KitLegit

If you’ve bought a football shirt or kit from a resale site and are suspicious of its origin, you can use Kit Legit to confirm its legitimacy: KitLegit  AI Sports Merchandise Authentication 

Selling second-hand: building trust as a second-hand seller 

If you’re a pre-loved seller, build trust with buyers by showing the authenticity of goods. Some platforms will hide or delete listings if they suspect the goods are not genuine. If you try to sell fake items, platforms may permanently remove and suspend your account. 

To help your items find a new home quickly and reassure buyers they are getting the real deal, aim to include clear photos of: 

• the details that matter, close-ups of internal care labels, brand tags, and size markings
• craftsmanship, sharp images of logos, unique patterns, and the quality of the stitching
• proof of authenticity, any date codes, serial numbers, or authenticity stamps found inside the item
• the ‘Extras’ (If you have them), original packaging or certificates of authenticity can add value, but are not always expected for pre-loved finds
• keep a receipt of tracking information, it’s also helpful to take a note of your tracking information in case it is needed by the marketplace or delivery partners - you can also take pictures of the parcel before shipping it and share them with the buyer this way, they will know you packed it securely, good communication is key important in selling successfully