A look from Belstaff's spring 2016 runway presentation during London Fashion Week. Photo: Imaxtree
Belstaff worked with MarkMonitor, a company that focuses on enterprise brand protection, to discover 3,000 websites selling counterfeit products — mostly outerwear items, including knockoffs of the brand's popular leather jackets and a number of outdated designs that are no longer in production. (Of the thousands of websites revealed, up to 800 domains were operated by a single individual based in China.) The four-month long process also allowed MarkMonitor and Belstaff to cease operation of the top 20 websites originally cited in the brand's legal case.
Keeping up with trademark infringement online is a time-consuming and expensive job for luxury brands, but an increasingly important one as such brands work to create their own exclusive e-commerce experiences. And judging (no pun intended) by the swift success of Belstaff's case, it can truly pay off.
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