Fall 2019 - Inside Outdoor Magazine

unsuspecting buyers who believe they are on a trusted vendor’s site. As sale events such as Cyber Mon- day, Black Friday and Prime Day grow in popularity, counterfeiters tend to con- centrate fake promotions around these “sale days.” This is because they know shoppers are feeling pressured to get their hands on the best deals. As such, the number of fakes on sale during these days skyrockets every year. The reality of fake goods Counterfeiters often use lesser quality ingredients and materials to make copies because they are easily available, and they enable the bargain price point. This approach can be incredibly harmful.   When apparel is targeted, cheap- er, inferior fabric and dyes are used. In some cases, counterfeiters may also use unregulated materials and toxic chemicals in dyes, posing a clear threat to shoppers. Eyewear is another industry that suf- fers. When toxic materials are used to create copycat sunglasses, high levels of carcinogenic phthalates are often found. Lenses and frames made from inferior materials break and shatter eas- ily and, in the worst cases, have led to lacerations. Even if they don’t shatter, they are unlikely to provide essential UV protection. Following are a few quick tips to help protect consumers and brands from the potential peril of fake goods. • Monitor diligently  – Look frequently and often for your trademarks, mis- spellings of your trademark and prod- uct descriptions, and straplines.  • Reporting – Make sure you report any infringing items and sellers for re- moval on the e-commerce platforms. • If you find a fake, buy a sample – Get to know it intimately so you can tell the difference between genuine and fake. Share this information with your trusted distribution chain. • Register products with the relevant enforcement databases – These databases are here for a reason and help to prevent the movement of in- fringing goods. • Secret ingredients  – When creat- ing products, purposefully add in quirks that just ‘happen to be part of the manufacturing brief’ and which a counterfeiter would, most probably, never bother to copy. • Be honest if your brand has coun- terfeits – Encourage purchases from genuine sources and highlight any dangerous issues with fakes to keep customers safe. One thing is for sure, when it comes to counterfeiting, imitation is most certain- ly not the sincerest form of flattery. It’s now up to brands to ensure their customers get the message that if they are too quick to click, they can be easy to trick. m Rachel Jones is founder and CEO of SnapDragon, a provider of brand protection and IP monitoring. BrandWatch Inside Outdoor | FALL 2019 47 FLEX STEPS THE GIFT OF TRACTION HILLSOUND.COM