Interviews
Italian fashion brands threatened by fake goods
30 Aug '06
2 min read
In many ways, the organizational shortcomings of the fashion houses serve as a metaphor for the struggling Italian economy as a whole.
Danger posed by counterfeit goods to the Italian high fashion industry is twofold: they don't just cut into sales; they sabotage the exclusive image and brand of the company.
Italy has tough anti-counterfeiting laws on the books, yet not enforcing them, is typical of Italy's unsure attitude.
Tracking counterfeit goods and intercepting them at the border is expensive and time-consuming.
Some frustrated designers are beginning to tap their own creativity to thwart fakes by working on the products themselves, in an effort to make copying the designs more difficult.
Other designers are using the fickle nature of fashion itself in an attempt to thwart copiers.
For the moment, at least, Italy seems to be losing the battle with counterfeiters.
Fighting counterfeits is a business problem and requires a business approach and sooner or later, they need to think like a multinational.
Danger posed by counterfeit goods to the Italian high fashion industry is twofold: they don't just cut into sales; they sabotage the exclusive image and brand of the company.
Italy has tough anti-counterfeiting laws on the books, yet not enforcing them, is typical of Italy's unsure attitude.
Tracking counterfeit goods and intercepting them at the border is expensive and time-consuming.
Some frustrated designers are beginning to tap their own creativity to thwart fakes by working on the products themselves, in an effort to make copying the designs more difficult.
Other designers are using the fickle nature of fashion itself in an attempt to thwart copiers.
For the moment, at least, Italy seems to be losing the battle with counterfeiters.
Fighting counterfeits is a business problem and requires a business approach and sooner or later, they need to think like a multinational.
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