Coco Chanel said, ‘being copied is the ransom of success’.
Indeed, a brand will be counterfeited on a large scale only if it
achieves a successful reputation.
History of Counterfeiting
All traditional craftsman throughout the ages have created a mark
that identifies their work.
Poorer Romans would purchase inferior copies of tables that
resembled those owned by the wealthy.
Created his signature logo in 1896
due to cheap knockoffs of it’s
striped canvas trunks.
Louis Vuitton Signature Allover Prints
1970’s and 1980’s
Counterfeiting was generally small time
2 things changed
The democratization of luxury brands
The rise of China
Through licensing luxury brands became accessible to the middle
Luxury brands thought that this would satisfy the craving by the
middle market for their brand
WRONG – Middle market began to covet the higher-end products
which created a demand for cheaper versions
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