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Online sale of fake items affects Italian apparel brands
May '12
The sale of counterfeit goods through online medium is greatly impacting the genuine high-end apparel brands in Italy, according to an expert.

Gianni Fava, who heads the Italian Parliamentary Committee of inquiry into counterfeiting and piracy, estimates that about US$ 9.2 billion worth of counterfeit goods have been sold online in Italy over the past one year.

He says the counterfeiting of Italian products have reached enormous proportions and have resulted in loss of jobs for about 130,000 Italians as the demand for genuine items has slowed.

According to him, the online sales of counterfeit products are done by several websites that use names of premium apparel brands in their URLs or throughout their sites.

The growing sales of counterfeit 'Made-in-Italy' clothing through online and other retail channels is threatening the future of the entire Italian apparel industry, which is known for excellence in creativity and quality, according to Moncler, a premium apparel brand based in Milan.

The company said the number of websites using its name illegally in order to deceit consumers is widely expanding and it is actively fighting the counterfeit versions of its brand.

The firm has introduced a brand certification service called Certilogo e-commerce controller. This service enables consumers to click on the Certilogo verification button, displayed on websites of authorized online sellers of Moncler products, to verify whether the e-commerce site visited by them is an authorized retailer.

Secondly, the service enables manufacturers to add a 12-digit Certilogo code to their products. Consumers can enter the code online after they receive Moncler products to check what they have received is a genuine Moncler item.

The company has also started a service where by consumers can verify the authenticity of a product by making a phone call or by sending a text message through short messaging service (SMS).

The Certilogo service has led to the seizure of thousands of counterfeit products and has given shoppers the power to fight the sales of counterfeit items, Moncler said.

Fibre2fashion News Desk - India

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