Gucci’s meets Impostors: The Fight Against Counterfeiting Part II


This is the part II of the blog about Gucci’s battle with counterfeiting. If you haven’t read our part I to this blog, Click here to read it!

As we continue with the lawsuit battles and counterfeit scandals…

Some of the other prominent lawsuits the company has filed include:

  • In February 2002, Gucci filed a lawsuit against Duty Free Apparel, Ltd. and Soren, alleging that they sold counterfeit Gucci products.
  • In 2003, Gucci filed a lawsuit against Daffy Inc. for selling counterfeit Gucci bags.
  • In 2010, Gucci filed a lawsuit against Frontline Processing Corp. for processing payments for websites that sold counterfeit Gucci products.
  • In 2015, Gucci filed a lawsuit against a Chinese company it believed was behind some counterfeits. The company had obtained documents from an outside investigator showing that more than 2,000 fake Gucci eyeglasses had been found during a raid of the Chinese company’s factory a few years before.


While Gucci’s Legal and IP team has been effective, relying solely on this avenue has its limitations. Not every incident of counterfeiting falls into the eyes of the legal team. A multi-faceted approach was necessary.


“Gucci faces a large part of its counterfeiting from online marketplaces. It is the most counterfeited luxury brand on TikTok, with 13.6 million total TikTok hashtag views to fake products.”


The RFID Revolution

Gucci, like other luxury brands, has used RFID (Radio-Frequency Identification) technology to combat counterfeiting. RFID tags are used to track and authenticate products. These tags are notoriously difficult to copy, making them an effective deterrent to counterfeiting. RFID technology, however, has downsides. RFID systems are known for vulnerable to hacking. RFID tags can be cloned or reproduced, allowing counterfeiters to create counterfeit products that include same or similar RFID tags. While certain security measures can be put in place, dedicated counterfeiters can find methods around them. As the adoption of RFID technology by Gucci has been recent years, we cannot say that RFID is completely capable of wiping off cloning.

A much more effective system is needed to keep counterfeits at bay and provide consumer safety. A system that can be used to track the supply chain, trace back through the supply chain, and empower consumers (and everyone else) to verify the authenticity. All the measures taken up by  Gucci so far have proven ineffective, incomplete, and expensive.

The potential solution should be non-clonable (cannot be re-created with minimal effort) and verifiable using standard devices like smartphones. It should also be cost-effective to allow implementation across geographies and scale across drugs in all price brackets. Enabling consumers to verify authenticity and communicating this repeatedly is the only way to prevent revenue loss and deaths.

Brand protection solutions from NOOS ensure that we meet the below baselines in every product we build, namely:

Security: Product information integrity is retained without the ability to clone or tamper with.

Accessibility: Consumers can easily verify authenticity using a standard smartphone or by sending an image via messaging apps like WhatsApp.

Cost-Effective: With multiple layers of security, our solutions are cost-effective compared to conventional serialized 2D barcodes in the long run.

Convenience and ease of deployment: It can be directly printed on packaging or mono cartons, making it operationally efficient for online and offline retailers.


You may also like these