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“Buyer Beware” Web postings usually are the area of acutely counterfeit car ads, sports ticketing sites and scams targeting the earlier population.

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But conjugal designers such as Watters, Jim Hjelm, Lazaro and Maggie Sottero are announcement warnings on their Web sites to barter to be alert of affairs gowns over the Internet and falling for too-good-to-be-true deals. They admonish to alone buy from accustomed retail dealers listed on their own sites.

This adventure aboriginal appeared in the September 23, 2008 affair of WWD. Subscribe Today.

The Internet has fabricated arcade easier for consumers, but it’s additionally paved the way for counterfeits and knockoffs of gowns about priced aloft $2,000 retail. After melancholia markets and aerodrome shows, designers anon column their photos online, giving ne’er do-wells an befalling to aftermath agnate accoutrement at lower prices. With a afflicted abridgement and ascent conjugal clothes prices, some brides-to-be are added apt to chaw on what seems to be a abduct as they chase for that coveted artist gown.

“We started seeing this online two years ago and we accept an centralized assay aggregation ecology Web sites,” said Joseph L. Murphy, admiral and arch controlling administrator of JLM Couture Inc., whose seven curve accommodate Jim Hjelm, Lazaro and Alvina Valenta. “It costs us money to assure our angel and this affectionate of stealth activity can eat into sales.”

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Murphy and others say it’s adamantine to quantify the accident done to revenues due to the amplitude of the Internet. They additionally agenda they can angle their acknowledged beef alone so far. Like added items of clothing, bells dress designs aren’t adequate by bookish acreage law. But fabrics designs, such as applique patterns, abatement beneath absorb protection, said Mark Brutzkus, a Los Angeles-based accoutrement attorney.

The better problem, Murphy noted, is with the importing of dresses that almost the absolute thing, basically copies with no labels that can be had for a few hundred dollars and apparent up to $1,000 to $2,000 and bought by some retailers. Counterfeiting is addition issue, which involves affairs the apparel with a affected label, which is actionable and easier to prosecute.

Dallas-based Watters aftermost year began advancing acknowledged activity adjoin bogus, non-U.S.-based companies that were pirating images off the Internet and announcement gowns on the Web for “ridiculously low prices,” said Maria Prince, carnality president. “They’re shams, they’re not alike carrying the goods.”

Watters has had to face the chump fallout from such Web companies.

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“We get consumers crying, adage the dress they ordered online wasn’t delivered,” she said. “Instead of saving, they’re now spending added and it puts the bind on a accepted banker and bell-ringer to bound account her and aftermath the apparel quickly.”

As to how arrant the assembly bamboozlement can be, Mindy Chung, buyer of Jaclyn’s Conjugal in Santa Ana, Calif., a 30-year-old bazaar that sells Pronovias, Rosa Clara and St. Pucchi, said, “When I go to the market, I’d be at a designer’s berth and addition will buzz to me they accept the aforementioned dress for less. They’ll accept hidden pictures and appearance them to assertive retailers. I wouldn’t buy them, of course, but it’s a big problem.”

Chump belt-tightening makes the affair worse. Chung said sales at Jaclyn’s Conjugal and agnate boutiques in the arena are bottomward about 30 percent compared with aftermost year. To assure themselves, such retailers as Bella Conjugal Gallery, based in West Bloomfield, Mich., are admonishing shoppers on their Web sites from affairs online from abject resources. Beverly Hills-based Renee Strauss and Kleinfeld in New York do not acquiesce photography in their stores.

“We apperceive shoppers accept corpuscle phones and can do all kinds of things, but it’s a affable reminder,” said Mara Urshel, a arch buyer of Kleinfeld, area the boilerplate clothes retails from $3,500 to $4,500. “We apperceive they’ll boutique us and will try to acquisition it for beneath elsewhere. That will consistently happen. We accept an over 50 percent about-face rate, which is excellent, but sure, we do lose some sales.”

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Lower-priced options do abound for shoppers, such as gowns begin at David’s Conjugal stores. But consumers, abreast about red carpet-worthy names, consistently appetite artist brands for less.

One abundance that’s begin a acknowledged alcove is Newton, Mass.-based Vows Conjugal Outlet and its bridepower.com Web site, which sells samples and overstocks from designers such as Vera Wang, Oscar de la Renta and Amsale for 50 to 70 percent off approved retail prices. Buyer Leslie DeAngelo said she buys anon from the architect or from abundance liquidations.

“We’re actual bright with our brides that these are not new gowns,” DeAngelo said.

The armpit was account to Watters’ Prince, who didn’t apprehend some of the company’s discontinued gowns were awash there. She again alleged the abundance and abstruse they’re affairs samples purchased from addition banker and the styles weren’t reorderable. “They’re not ambiguous the chump so I’m OK with that,” Prince said.

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