Fake hurts Real
The Green Yonder 3 days ago More from this authorIn addition to death and taxes perhaps the only other unchanging reality is counterfeit sneakers and no lack of a market of suckers or customers ( depending on how you view them .) Apart from the obvious revenue shortfall, it also leads to other subte but equally damaging repercussions for companies like brand dilution, acceptace of the counterfeit product as a viable alternative, quality issues wrongly attributed to the original etc which in combination would all add up to a general discontent with the brand. I guess it is difficult for companies to monitor and enforce IP laws aggresively in order to combat the counterfeiting bugbear in countries where there is considerable laxity and official disinterest in implementing them. It would definitely be interesting to understand and appreciate what else the big boys (adidas, Nike, Puma et al) are doing to fight this. Some of the measures which seem to make sense at first pass are developing non-imitable technologies ( it would take quite
