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

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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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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 >>