In the fashion industry, originality is everything. It can’t come as much of a surprise to find that the fashion industry has produced many inventive approaches to the problem of counterfeiting. These brands have stepped beyond the process of searching and reporting fakes, implementing brilliant, proactive measures to take control of the counterfeit fashion industry issue.
If we mention counterfeiting, it’s likely that you think of a B2C environment — and that makes sense. It’s common for a B2C sale to be a one-off event, with the buyer never returning to the seller. It’s also common for a B2C buyer to be sufficiently uninformed that they never realize they bought a fake (or realize too late to do anything about it).
Brand loyalty is more important today than ever before, owing largely to the boundless options of the internet, the convenience of online retail, and the rise of ethical consumerism. Trying to succeed with an unmemorable (or unpopular) brand will inevitably see you overlooked — consequently, you need to be very wary of effects that can cause brand devaluation.
Brand protection tends to focus on removing products sold online, but knowing how to stop counterfeits crossing the border can provide a huge boost to your strategy.
Online brand protection is integral to the future success of any modern business. However, when budgets are tight and time is short it can always feel like a problem for tomorrow. Red Points will walk you through the essential steps required to protect your brand and future profits.
The Red Points guide to brand protection, including intellectual property definitions, forms of brand abuse facing brands, actionable tips for brands looking to stay protected, and more.
Encouraging your customers to avoid counterfeits, and teaching them how to spot fakes, is an important part of brand protection.
Trademark covers not only brand names and logos, but extends even to colors. Red Points takes a look at a landmark case of color mark.
Counterfeiters’ presence on social media is difficult to deny, and their presence seems to be growing. That said, there is light at the end of the tunnel.