Reports of luxury brand owners using the somewhat quirky tactic of selling genuine goods which imitate counterfeit versions of their products provide a reminder of the challenges faced by brand owners in stamping out sales of counterfeit branded goods.
Imports of counterfeit and pirated goods are thought to account for around 2.5% of global imports and the impact of the trade and sale of counterfeit goods is significant:
- Counterfeiting puts consumer health and safety at risk
- Counterfeiting deprives brand owners of profits from legitimate sales and puts jobs at risk
- Counterfeiting deprives governments of tax income
Taking on counterfeiters on their own turf adds an additional dimension to a brand protection strategy. It doesn't, however, need to be in substitution for the existing options available to combat trademark infringement. Through targeted intelligence gathering and enforcement action brand owners can make genuine inroads into stemming the rise of counterfeit goods.
These garments are counterfeits. Except that they aren't. These seemingly counterfeit goods are not fake. Far from it actually. They are limited edition, designer goods.