An age old question do knockoffs hurt or help luxury brand PR? Like and similar or stolen brand awareness. Authentic merchandising and brand concept is likely to remain a problem in the luxury sector even more so as the luxury industry bounces back.
Luxury brands must identify the strongest markets to reach their target audiences. Hint, more luxury brands will need to up their game when it comes to online branding and recognition. Luxury brands will certainly need to invest in social media engagement for brand recognition.
While counterfeit schemes particularly targeting luxury handbags and shoes are not going away. Luxury brands must take responsibility to expand communications to reach and educate audiences to increase brand awareness.
Louis Vuitton spring and summer season 2010