New Counterfeit Gambit: Knock Off Cheaper Brands

Posted by Barry Silverstein on August 3, 2010 10:00 AM

Christian Louboutin is just one example of how luxury brands are being forced to react to counterfeiters. The maker of high-end shoes and handbags has "gone to war" on the Internet, listing those sites that sell knock-offs of its $600-and-up shoes in hopes that public shaming will stop some of the bleeding.

Other luxury brands are striking back, too. Versace recently won $20 million in damages in a case involving fake goods.

But the knock-off artists aren't going away. Instead, they're just lowering their sights. The New York Times reports that now, counterfeit brands are on the rise for such items as $295 Kooba bags and $140 Ugg boots instead of $2800 Louis Vuitton handbags.

Counterfeiters are turning to the lower-priced merchandise, says The Times, because they "are easy to sell on the Internet, can be priced higher than obvious fakes, and avoid the aggressive programs by the big luxury brands to protect their labels."

One of the advantages of selling such goods is that the illicit merchants can "price the counterfeits close to retail prices." Whereas a retail shopper knows that a very expensive luxury item can't be the real thing if it is selling for a ridiculously low price, the more modestly priced items are harder to spot. For example, a $295 Kooba bag might be available from an Internet seller for $190. That price is close enough to make a consumer think it might be the legitimate item -- but it is probably a fake, because the price is too deeply discounted.

It gets even tougher for a manufacturer when illicit websites go so far as to make their sites look like they're real. Leah Evert-Burks, director of brand protection for Deckers, the company that own the Ugg Australia brand, tells The New York Times, "Counterfeit websites go up pretty easily, and counterfeiters will copy our stock photos, the text of our web site, so it will look and feel like" the legitimate site.

Ugg Australia is now engaged in a full enforcement program, according to The Times. In 2009, in fact, customs agents confiscated 60,000 pairs of fake Ugg boots, and that same year, the company went after 2500 websites selling fradulent products, as well as some 170,000 listings on sites such as eBay and Craigslist.

Unfortunately for the real brand names, this only goes to prove -- if you can't sell the real thing, you can always fake it.

 

Comments

L. Stevens United States says:

Re: Counterfeit merchandise. Ebay is doing absolutely NOTHING to combat this problem, which is rampant on the site. Contrary to what they claim, they do not respond to reports (I have submitted literally hundreds) regarding clearly counterfeit merchandise. They say that they will review listing and that actions are "confidential."  One seller on Ebay has been marketing counterfeit Disney and other character jewelry for years. Despite numerous reports and proof, Ebay has done nothing to restrict this seller or ever remove any of their goods. When Ebay is alerted to a problem, along with clear proof,  it could act, but the money is too good and they have no motivation to be honorable. Sites that ignore counterfeit claims and reports should be punished.

August 3, 2010 10:36 AM #

Marsha Ajhar United States says:

I agree with L. Stevens and for that reason have ceased to be an e-bay customer.  I had one experience with a counterfeit product sold on e-bay and that was enough for me.  If enough customers felt that way, that they have zero confidence in e-bay's willingness to at least try to protect the integrity of product brands, then e-bay might be forced to do something.  Until then, it's too lucrative to do anything other than look away and for the most part the American e-bay buying public seems happy with cheap fakes.

August 3, 2010 07:04 PM #

Adam Purcell 415-278-8426 United States says:

We work with clients like Deckers to proactively and consistently remove thousands of listings every month.

We maintain an automated link to eBay and our enforcement delisting requests are acted on in a timely manner.

August 4, 2010 03:51 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements