The also started with .
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Did you know that 1 out of 4 Germans
have heard of or seen
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Did you know that 1 of 4 Europeans
admitted to
in the last three years.
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of these did it on .
of these think fakes are
.
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Fakes often come in a
product compared to
their originals.
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Many fakes are produced in the
together
with their originals.
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– of all goods
produced in China are fakes.
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million jobs in China
are provided directly by the fake industry.
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Despite all efforts to become an
innovation super power, generating jobs
remains the
focus for the Chinese government.
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Backed up
by organized cri
fakers have gone global.
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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?
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1. :
Fakes deliver what originals don‘t!
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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
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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
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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
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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
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Premium
+ boutique
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Premium
+ boutique
+
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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.
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They sell fake parts to manufacturers,
with and
open up online stores to sell directly.
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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

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