Attire Accessories - Mar/Apr 2019 (Issue 75)

SNAPDRAGON 91 The gift industry in the UK is rapidly transforming and is now said to be worth more than £1billion, and growing. This huge and lucrative market is “big bucks” for online fraudsters looking to get in on the action under the guise of the real deal. Online counterfeit retail sales are growing at an annual rate of 20 per cent, meaning that the volume of fake goods sold online will soon surpass those sold by physical vendors. Adding to the issue are the rapid technological advancements that are making it quicker and easier than ever to produce authentic-looking replicas to sell online. Loss of revenue is a major challenge for any business targeted by counterfeiters and can have potentially devastating implications, particularly for smaller companies with little flexible income. Counterfeits destroy brand reputations and harmful fakes present a real danger to consumers. To protect your brand from counterfeiters, here are some practical safeguards you can put in place to protect yourselves online often for little or no cost. Trademarks and design rights It is vital to file trademarks that are valid in the countries where you plan to sell – and make – your product, preferably before any information about it appears online. Most trademark attorneys offer a cost-effective service around trademark registration, and it’s even possible to file your own. Registered trademarks are your first line of defence when copied online, and come highly recommended as being among the most cost-effective pieces of registered intellectual property available. You may also be able to file Design Rights for your product. These protect the shape and configuration of a product – not the function – but again can be extremely valuable in proving ownership of a concept. Secret ingredients This clever trick can help those in the know, such as your trusted network, to identify a fake that looks close to the real deal. Add a thread that is only visible under special lighting or a bespoke holographic security image. These should become part of your manufacturing spec, as integral components of the product. Share these secrets sensibly with the Customs Authorities or other key stakeholders to help those in the know spot and report fakes quickly. You should also refresh your packaging on a regular basis. Knowledge is power  Learn everything you can about intellectual property (IP) How can I protect my brand from online counterfeits? SnapDragon CEO Rachel Jones offers her advice on preventing counterfeiting and protecting brand integrity Rachel Jones, Founder and CEO, SnapDragon