Continuing the fight on fakes
Counterfeiters are stealing designs, but at a slower rate due to the success of the ABPIA and others. Make sure your brides are aware of the dangers of counterfeits, and help keep up the fight…
Counterfeiting is big business. In December 2015 a MarkMonitor research survey found that almost a quarter of consumers had bought something online and found it to be a fake. Counterfeiting, and using copyright material such as photographs, is of course bad for business.
Bridal retailers also need to remember that as well as that, every fake dress, poor-quality copy and late or undelivered order means heartbreak and stress for a bride - your customers.
At the start of the campaign, The American Bridal and Prom Industry Association (ABPIA) started a petition to help their fight to get the US Government to stop counterfeit products from entering the USA and this remains an ongoing battle. Already the Association has used its influence and technical know-how to have thousands of illegal websites closed down. It has also taken legal action against the use of its members’ images and trademarks.
More recently, the ABPIA has sent out an email blast to retailers with the below flyer to help educate their local consumers about dress counterfeiting. Make sure you’re aware of the problem that’s plaguing our industry and spread the word to your brides.
If you need more information about the ABPIA, email contact@ABPIA.org