29 Sep '14, 9am

Luxury brands look to courts, crowdsourcing to fight counterfeits

LVMHrecently teamed with Google to fight online counterfeiters The fight against counterfeits is a never-ending struggle, exacerbated by the global, online marketplace. Luxury brands continually seek to win far-reaching court decisions to thwart the capabilities of counterfeiters, only to encounter new opponents and tactics. Now, new technologies are popping up to help brands crowdsource enforcement, but it is still too early to see if they will catch on. “The gains [of fighting counterfeits] are significantly greater than the financial savings,” said Tzachi Weintraub, founder of Real EyeD , New York. “Luxury brands have unique characteristics that inspire us to buy and showcase them to the others. “Depending on the brand, they provide us a sense of worth, accomplishment, success, status etc,” he said. “As brands become more seen, their exclusivity diminishes and their buy...

Full article: http://www.luxurydaily.com/luxury-brands-look-to-courts-c...

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