Half of those buying fakes believe them to be genuine

The survey showed 12% of consumers had bought fake products in the last year and 48% purchased goods that mimicked styles without being counterfeit.

The Counterfeiting Luxury study found the most imitated brand was Burberry, followed by Gucci and Louis Vuitton.

The survey of 1,000 people by law firm Davenport Lyons warned of a "serious threat" to firms from counterfeiting.

Look-alike products cannibalise sales of genuine products Simon Tracey, lawyers Davenport Lyons

One in 25 people questioned said they had bought a fake copy of one of the three most imitated brands last year.

Half the people who had bought a fake product said they were under the impression they were purchasing the genuine item.

Some 53% of the respondents said they saw look-alike goods as beneficial to the overall market.

The report said companies were under threat from non-genuine sales in the UK through lost revenue, negative consumer perception and brand dilution.

MOST FAKED BRANDS Burberry Gucci Louis Vuitton

Simon Tracey, head of intellectual property and brands at Davenport Lyons, said: "Consumers don't realise the impact of look-alike goods on the leading brands in the fashion industry, whose styles and designs they want to wear.

"The look-alike products cannibalise sales of genuine products and stifle the creativity of design innovators in the luxury fashion houses."