How to Protect the Genuine Tiffany Jewelry?
The declining economy and increasing demands on consumers’ budgets have already made life difficult for luxury marketers. Now a new problem has arisen regarding the proliferation of fake luxury goods that have hit both U.S. and international luxury companies. How can luxury marketers fight the scourge of fakers? Pam Danziger, President of Unity Marketing, advises luxury brand companies to focus their efforts on consumer education that places substance before image. Two court cases were recently brought against giant online retailer eBay ¨C in one, a French court decided in favor of LVMH which had accused the retailer of selling fake Louis Vuitton goods, and in the second, a U.S. court decided for eBay against Tiffany, which had accused the retailer of selling fake Tiffany jewelry. It is clear that the battle against luxury brands is becoming widespread. In today¡¯s difficult economic climate, consumers are tempted to buy knock-offs of a valued brand. How can luxury brands protect thems
