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Fakesumption

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Fakes are abundant these days and many consumers love them. This calls for a new approach for brands to deal with fakers. This presentation was presented at LIFT 09 in Geneva. If you want to know more ...

Fakes are abundant these days and many consumers love them. This calls for a new approach for brands to deal with fakers. This presentation was presented at LIFT 09 in Geneva. If you want to know more about it, see the proof of it all or want to think about new ways of dealing with it, please get in touch: j.jelden @ trendbuero.com

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  • @Benthomas48: not yet, but please get in contact for more details.
    @Ketchum: Thx. I just downloaded the summary. It looks great. I will pass it to our food experts
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  • Thanks for getting back to me do you ever conduct any workshops in New York?
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  • Tremendous, do you offer any strategies on integrating fakes within a brand?
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Fakesumption Fakesumption Presentation Transcript

  • The also started with . Fakesumption w w w . t r e n d b u e r o . c o m >> 2
  • Did you know that 1 out of 4 Germans have heard of or seen Fakesumption w w w . t r e n d b u e r o . c o m >> 3
  • Did you know that 1 of 4 Europeans admitted to in the last three years. Fakesumption w w w . t r e n d b u e r o . c o m >> 4
  • of these did it on . of these think fakes are . Fakesumption w w w . t r e n d b u e r o . c o m >> 5
  • Fakes often come in a product compared to their originals. Fakesumption w w w . t r e n d b u e r o . c o m >> 6
  • Many fakes are produced in the together with their originals. Fakesumption w w w . t r e n d b u e r o . c o m >> 7
  • – of all goods produced in China are fakes. Fakesumption w w w . t r e n d b u e r o . c o m >> 8
  • million jobs in China are provided directly by the fake industry. Fakesumption w w w . t r e n d b u e r o . c o m >> 9
  • Despite all efforts to become an innovation super power, generating jobs remains the focus for the Chinese government. Fakesumption w w w . t r e n d b u e r o . c o m >> 10
  • Backed up by organized cri fakers have gone global. Fakesumption w w w . t r e n d b u e r o . c o m >> 11
  • of fakes is now twice as big as Wal Mart. Fake sales revenues have increased by 400% since 1990. 7% of world trade is derived to fake products. Fakesumption w w w . t r e n d b u e r o . c o m >> 12
  • Of course, this business is and , highly connected to crime, based on stealing, cheating and lying. Fakesumption w w w . t r e n d b u e r o . c o m >> 13
  • But if fakers are so successful, they must have Annual global trade in fake goods has risen to app. US-$600 billion in 2008 Fakesumption w w w . t r e n d b u e r o . c o m >> 14
  • from their success stories? Fakesumption w w w . t r e n d b u e r o . c o m >> 15
  • 1. : Fakes deliver what originals don‘t! Fakesumption w w w . t r e n d b u e r o . c o m >> 16
  • Let‘s be realistic: People fakes on . They need fakes. They are aware of possible . More than 61% of UK fakesumers are aware of the accident and health risks 1. Consumers w w w . t r e n d b u e r o . c o m >> 17
  • In emerging markets as well as recession economies: Consumers need 1. Consumers w w w . t r e n d b u e r o . c o m >> 18
  • Fakes are good-enough-solution ever! 1. Consumers w w w . t r e n d b u e r o . c o m >> 19
  • But many fake buyers are . 1. Consumers w w w . t r e n d b u e r o . c o m >> 20
  • To on, or them might not be the best idea. 1. Consumers w w w . t r e n d b u e r o . c o m >> 21
  • So, why don‘t we think of to these customers instead of outlawing them? 1. Consumers w w w . t r e n d b u e r o . c o m >> 22
  • Can you give consumers a to spend much more for the original? 1. Consumers w w w . t r e n d b u e r o . c o m >> 23
  • Fake buyers your but they are your brand premium. 1. Consumers w w w . t r e n d b u e r o . c o m >> 24
  • 2. : Fakes expose the brand gap Fakesumption w w w . t r e n d b u e r o . c o m >> 25
  • Companies brands, brands themselves. But consumers aren’t buying it. Consumers’ trust in brands declined by 50% during the last 10 years. 2. Brands w w w . t r e n d b u e r o . c o m >> 26
  • The price difference between white ware and fake product is which consumers 350 are willing to for the . 25 Fake Original 2. Brands w w w . t r e n d b u e r o . c o m >> 27
  • Brands rely on products. But products can be these days. 2. Brands w w w . t r e n d b u e r o . c o m >> 28
  • make the : Consumers want to... ... be personally recognised, ... be treated exceptionally and ... participate in the brand. 2. Brands w w w . t r e n d b u e r o . c o m >> 29
  • The better you , the more consumers will the problem. 2. Brands w w w . t r e n d b u e r o . c o m >> 30
  • Instead of bonding with customers, companies invest heavily in 2. Brands w w w . t r e n d b u e r o . c o m >> 31
  • This is and in a digitally connected world. 2. Brands w w w . t r e n d b u e r o . c o m >> 32
  • With money being short, companies will have to reconsider their . 2. Brands w w w . t r e n d b u e r o . c o m >> 33
  • >=< ? 2. Brands w w w . t r e n d b u e r o . c o m >> 34
  • The more brands the fakes, the more fakers criminals. 2. Brands w w w . t r e n d b u e r o . c o m >> 35
  • The more fakers become , the more they connect with . 2. Brands w w w . t r e n d b u e r o . c o m >> 36
  • Instead of buying bigger arms, how can brands and with their customers? 2. Brands w w w . t r e n d b u e r o . c o m >> 37
  • How can brands offer something who rd ’ their premium? 2. Brands w w w . t r e n d b u e r o . c o m >> 38
  • 3. : They have been the brands‘ shadow, but now the shadow begins to live Fakesumption w w w . t r e n d b u e r o . c o m >> 39
  • Whatever a brand is doing, fakers will . 3. Fakers w w w . t r e n d b u e r o . c o m >> 40
  • The fake industry is extremely and highly . 3. Fakers w w w . t r e n d b u e r o . c o m >> 41
  • “We fake on demand and only what we can ” 3. Fakers w w w . t r e n d b u e r o . c o m >> 42
  • As brands are so busy running their empires, fakers to the . 3. Fakers w w w . t r e n d b u e r o . c o m >> 43
  • Fakes become innovative: – new – more 3. Fakers w w w . t r e n d b u e r o . c o m >> 44
  • And in return brands begin to to learn what their customers might need. 3. Fakers w w w . t r e n d b u e r o . c o m >> 45
  • With the emergence of the fakers go . 3. Fakers w w w . t r e n d b u e r o . c o m >> 46
  • Premium 3. Fakers w w w . t r e n d b u e r o . c o m >> 47
  • Premium + boutique 3. Fakers w w w . t r e n d b u e r o . c o m >> 48
  • Premium + boutique + 3. Fakers w w w . t r e n d b u e r o . c o m >> 49
  • Premium + boutique + + personal 3. Fakers w w w . t r e n d b u e r o . c o m >> 50
  • = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 51
  • = higher = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 52
  • = higher = higher = more 3. Fakers w w w . t r e n d b u e r o . c o m >> 53
  • = higher = higher = more = bigger 3. Fakers w w w . t r e n d b u e r o . c o m >> 54
  • = higher = higher = more = bigger = bigger tomorrow 3. Fakers w w w . t r e n d b u e r o . c o m >> 55
  • Fakers will develop and become the H&Ms of emerging markets. 3. Fakers w w w . t r e n d b u e r o . c o m >> 56
  • But it is even worse: Fakers attack brands . 3. Fakers w w w . t r e n d b u e r o . c o m >> 57
  • originals into fakes. 3. Fakers w w w . t r e n d b u e r o . c o m >> 58
  • They sell fake parts to manufacturers, with and open up online stores to sell directly. 3. Fakers w w w . t r e n d b u e r o . c o m >> 59
  • How much further will we let them ? 3. Fakers w w w . t r e n d b u e r o . c o m >> 60
  • How much longer will it take to realize to fight fakers t ‘ ? 3. Fakers w w w . t r e n d b u e r o . c o m >> 61
  • The Future of Fake w w w . t r e n d b u e r o . c o m >> 62
  • If you have a problem, . Conclusion w w w . t r e n d b u e r o . c o m >> 63
  • If you can’t fight it, criminalize it. Conclusion w w w . t r e n d b u e r o . c o m >> 64
  • If you can’t it, it. Conclusion w w w . t r e n d b u e r o . c o m >> 65
  • If you want to integrate it, you’ll need to . offer something Conclusion w w w . t r e n d b u e r o . c o m >> 66
  • How can brands better their customers? What else do they have to than a product and a logo? Conclusion w w w . t r e n d b u e r o . c o m >> 67
  • How can brands build on instead of ? Conclusion w w w . t r e n d b u e r o . c o m >> 68
  • Why don‘t brands their ? Conclusion w w w . t r e n d b u e r o . c o m >> 69
  • If you want to further explore the realms of please get in touch. Conclusion w w w . t r e n d b u e r o . c o m >> 70
  • Thank you! Trendbüro GmbH Hohe Brücke 1 | 20459 Hamburg | Germany Phone: +49(0)40-36 97 78-0 | Fax: +49(0)40-36 97 78-10 E-Mail to Europe: j.jelden@trendbuero.com | E-Mail to Asia: d.jehmlich@trendbuero.com Contact w w w . t r e n d b u e r o . c o m >> 71
  • ©2009. Alle Rechte vorbehalten. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der Trendbüro – Beratungs- unternehmen für gesellschaftlichen Wandel GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung, die vollständige oder teilweise Vervielfältigung sowie die Weitergabe an Dritte sind nicht gestattet. Fakesumption w w w . t r e n d b u e r o . c o m >>