An international anti-counterfeit campaign by leading fashion house Karen Millen has succeeded in stopping the sale of over £2.6m worth of fake garments traded illegally using the brand’s name, since its launch in 2012.
Under the campaign, Karen Millen has worked closely with a number of online marketplaces including eBay, Amazon, Taobao and Alibaba, as well as other fashion retailers. The brand has also implemented measures to tackle other parts of the supply chain, including targeting trade site sellers, retail operations and the factories manufacturing imitations.
In a ground-breaking and successful extension to the campaign, Karen Millen has also galvanised the support of clients and fans of the brand to help put a stop to the trade in counterfeit pieces. The fashion house has a dedicated campaign page on its website called ‘Join our Fight’, which encourages consumers to notify the brand if they come across a suspicious site or seller claiming to sell Karen Millen online.
To date, Karen Millen’s campaign has succeeded in removing over 38,000 infringing URLs from search engine results pages as well as over 23,000 products listings from online marketplaces. Over half a million pounds worth of counterfeit product has been delisted from eBay alone.
Gemma Metheringham, chief creative officer of Karen Millen, said: “Every piece in our collections is created by our highly talented designers and Karen Millen is defined by our signature look, craftsmanship and attention to detail. Therefore, we will do everything we can to protect not only our profits but our brand equity as a premium fashion retailer. Our clients are looking for unique pieces that they won’t see anywhere else, so we have a zero tolerance policy towards counterfeit.”
Legal counsel at Karen Millen James Corlett said: “As a leading global fashion brand, Karen Millen has inevitably attracted the attention of those wanting to profit through producing cheap imitations. Over the last three years we have invested heavily in brand protection strategies and worked with partners to safeguard the craftsmanship and look associated with the fashion house. To date we have shut down over 2,200 counterfeit sites selling fake products and we are currently in the process of delisting a further 200.”