SlideShare a Scribd company logo
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 >>

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Fakesumption

  • 1.
  • 2. The also started with . Fakesumption w w w . t r e n d b u e r o . c o m >> 2
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 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. Fakesumption w w w . t r e n d b u e r o . c o m >> 12
  • 13. 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
  • 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 Fakesumption w w w . t r e n d b u e r o . c o m >> 14
  • 15. from their success stories? Fakesumption w w w . t r e n d b u e r o . c o m >> 15
  • 16. 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
  • 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 1. Consumers w w w . t r e n d b u e r o . c o m >> 18
  • 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. 1. Consumers w w w . t r e n d b u e r o . c o m >> 24
  • 25. 2. : Fakes expose the brand gap Fakesumption w w w . t r e n d b u e r o . c o m >> 25
  • 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 2. Brands w w w . t r e n d b u e r o . c o m >> 27
  • 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. 2. Brands w w w . t r e n d b u e r o . c o m >> 29
  • 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. 2. Brands w w w . t r e n d b u e r o . c o m >> 32
  • 33. 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
  • 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? 2. Brands w w w . t r e n d b u e r o . c o m >> 37
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. “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
  • 43. 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
  • 44. Fakes become innovative: – new – more 3. Fakers w w w . t r e n d b u e r o . c o m >> 44
  • 45. 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
  • 46. 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
  • 47. Premium 3. Fakers w w w . t r e n d b u e r o . c o m >> 47
  • 48. Premium + boutique 3. Fakers w w w . t r e n d b u e r o . c o m >> 48
  • 49. Premium + boutique + 3. Fakers w w w . t r e n d b u e r o . c o m >> 49
  • 50. Premium + boutique + + personal 3. Fakers w w w . t r e n d b u e r o . c o m >> 50
  • 51. = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 51
  • 52. = higher = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 52
  • 53. = higher = higher = more 3. Fakers w w w . t r e n d b u e r o . c o m >> 53
  • 54. = higher = higher = more = bigger 3. Fakers w w w . t r e n d b u e r o . c o m >> 54
  • 55. = 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
  • 56. 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
  • 57. 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
  • 58. originals into fakes. 3. Fakers w w w . t r e n d b u e r o . c o m >> 58
  • 59. 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
  • 60. 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
  • 61. 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
  • 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, . Conclusion w w w . t r e n d b u e r o . c o m >> 63
  • 64. 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
  • 65. If you can’t it, it. Conclusion w w w . t r e n d b u e r o . c o m >> 65
  • 66. 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
  • 67. 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
  • 68. 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
  • 69. Why don‘t brands their ? Conclusion w w w . t r e n d b u e r o . c o m >> 69
  • 70. 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
  • 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 Contact w w w . t r e n d b u e r o . c o m >> 71
  • 72. ©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 >>