Diesel, the iconic denim brand owned by Italian fashion giant OTB, has launched a successful campaign to combat the rampant issue of counterfeiting. With the rise of online shopping, counterfeit goods have flooded the market, raising concerns for both consumers and luxury brands like Diesel. The company has responded by taking a strategic offensive against the online trade of counterfeit products and the platforms that facilitate their sale.
Under the leadership of creative director Glenn Martens, Diesel has gained a strong following, which unfortunately attracts counterfeiters. However, the brand has taken swift action to address the problem. According to a recent press release, Diesel has managed to seize an astounding 80,000 counterfeit products in a span of just one year, mainly in China, Turkey, and Kosovo. In addition, they have successfully eliminated 27,000 listings of counterfeit goods from online platforms and shut down 500 knockoff Diesel websites.
Renzo Rosso, the president of Diesel, expressed his pride in the company’s approach to tackling counterfeiting and recognized that it is a risk that successful companies face. Diesel has been working closely with Certilogo, an Italian firm specializing in product authentication, since 2017. Together, they have developed a system that uses QR codes and numerical codes for authentication. This system is applied to all Diesel products through specially designed labels, allowing customers to verify the authenticity of their purchases using their mobile devices or the Certilogo platform.
In a significant move, Diesel and the OTB Group have also joined the Aura Blockchain Consortium in 2021. This consortium, led by industry giants such as LVMH, Prada, and Cartier, utilizes blockchain technology to ensure the authenticity and traceability of products, providing robust security against counterfeiting.
Diesel’s efforts to combat counterfeiting are in line with those of other luxury brands. A study by the European Union Intellectual Property Office (EUIPO) reveals that counterfeit products cost the European clothing, cosmetics, and toy sectors a staggering 16 billion euros annually and result in the loss of nearly 200,000 jobs. Despite ongoing efforts, counterfeiting continues to pose a significant problem for the industry.
With the utilization of advanced technologies and strategic partnerships, Diesel is taking a proactive stance against counterfeiting. Their investment in authentication systems like QR codes and blockchain technology demonstrates their strong commitment to protecting their brand and customers from counterfeit goods. As the fashion industry continues to wrestle with this issue, Diesel’s successful campaign serves as an inspiring example for other brands to follow in the fight against counterfeiting.
For more information on Diesel’s efforts against counterfeiting, please visit their official website at https://www.diesel.com. To learn more about Certilogo and their product authentication services, visit https://www.certilogo.com.
