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

2. The also started with .
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3. Did you know that 1 out of 4 Germans
have heard of or seen
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4. Did you know that 1 of 4 Europeans
admitted to
in the last three years.
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5. of these did it on .
of these think fakes are
.
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6. Fakes often come in a
product compared to
their originals.
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7. Many fakes are produced in the
together
with their originals.
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8. – of all goods
produced in China are fakes.
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9. million jobs in China
are provided directly by the fake industry.
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10. Despite all efforts to become an
innovation super power, generating jobs
remains the
focus for the Chinese government.
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11. Backed up
by organized cri
fakers have gone global.
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12. 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.
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13. Of course, this business is
and ,
highly connected to crime, based on
stealing, cheating and lying.
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14. But if fakers are so successful,
they must have
Annual global trade in fake goods has risen to app. US-$600 billion in 2008
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15. from their
success stories?
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16. 1. :
Fakes deliver what originals don‘t!
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17. 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

18. In emerging markets as well as recession
economies: Consumers need
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19. 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

20. But many fake buyers are
.
1. Consumers w w w . t r e n d b u e r o . c o m >> 20

21. 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

22. 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

23. 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

24. Fake buyers your
but they are
your brand premium.
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25. 2. :
Fakes expose the brand gap
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26. 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

27. The price difference between white ware
and fake product is
which consumers 350
are willing to
for the .
25
Fake Original
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28. 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

29. make the
:
Consumers want to...
... be personally recognised,
... be treated exceptionally and
... participate in the brand.
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30. 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

31. 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

32. This is
and
in a digitally
connected world.
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33. With money being short, companies will
have to reconsider their
.
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34. >=< ?
2. Brands w w w . t r e n d b u e r o . c o m >> 34

35. 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

36. 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

37. Instead of buying bigger arms,
how can brands and
with their customers?
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38. How can brands offer something
who
rd
’
their premium?
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39. 3. :
They have been the brands‘ shadow,
but now the shadow begins to live
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40. Whatever a brand is doing, fakers will
.
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41. The fake industry is extremely
and highly
.
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42. “We fake on demand
and only what we can ”
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43. As brands are so busy
running their empires, fakers
to the
.
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44. Fakes become innovative:
– new
– more
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45. And in return brands begin to
to learn what their
customers might need.
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46. With the emergence of the
fakers go .
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47. Premium
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48. Premium
+ boutique
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49. Premium
+ boutique
+
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50. Premium
+ boutique
+
+ personal
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51. = higher
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52. = higher
= higher
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53. = higher
= higher
= more
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54. = higher
= higher
= more
= bigger
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55. = higher
= higher
= more
= bigger
= bigger tomorrow
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56. Fakers will develop
and become the H&Ms
of emerging markets.
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57. But it is even worse:
Fakers attack brands
.
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58. originals into fakes.
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59. They sell fake parts to manufacturers,
with and
open up online stores to sell directly.
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60. How much further will we let them
?
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61. How much longer will it take to realize
to fight fakers t ‘ ?
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62. The Future of Fake w w w . t r e n d b u e r o . c o m >> 62

63. If you have a problem,
.
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64. If you can’t fight it,
criminalize
it.
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65. If you can’t it,
it.
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66. If you want to integrate it,
you’ll need to
. offer something
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67. How can brands better
their customers?
What else do they have to
than a product and a logo?
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68. How can brands build on
instead of ?
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69. Why don‘t brands
their ?
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70. If you want to further explore
the realms of
please get in touch.
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71. 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
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