Saving up to buy another iconic LV purse? You are most likely about to purchase a fake one. Planning to buy it online? Extra sobs for you.
Louis Vuitton, synonymous with luxury and style, has captured the fashion world. From the Mets to workplaces to the shoulders of supermodels, it had been Bougee till date. But, from checkered Trunks to its monogram goods, every item of our beloved LV is vulnerable to counterfeiting. Its remarkable appeal is what makes it a prime target for counterfeiters.
This blog will explore the ongoing battle between Louis Vuitton and counterfeiters. The brand’s relentless efforts to tackle it have also been discussed.
Counterfeiting is not a modern phenomenon. Throughout history, counterfeit products have plagued various industries, including luxury fashion.
Through various initiatives, the luxury fashion house has educated consumers about the importance of authenticating their purchases by identifying specific signs and trademarks that distinguish genuine LV items from counterfeit ones.
Additionally, LV has shown a commitment to safeguarding its intellectual property by filing numerous lawsuits against those engaged in counterfeiting activities. Some of the famous ones are discussed as we go further. However, we must understand that consumer education falls short of addressing the multifaceted problem of counterfeiting as it is becoming increasingly sophisticated.
Date Codes and Their Limitations
Louis Vuitton started using date codes in the early 1980s to authenticate its products. However, determined individuals found ways to replicate these codes, diminishing their effectiveness entirely. LV spent the following two decades battling multiple lawsuits it has filed against its counterfeiters. Most of these counterfeiting incidents are reported from China.
Holograms and Serial Numbers
In the early 2000s, LV introduced holograms and unique serial numbers as security features to keep up with the ongoing counterfeiting. These measures aimed to add a visual element to authenticate genuine LV items and provide unique identifiers for each product.
However, in 2004, Louis Vuitton counterfeits accounted for 18% of all counterfeit items seized in the European Union. That implies, counterfeiters have become increasingly skilled at replicating holograms and using random serial numbers that sometimes coincidentally matched genuine LV products, reducing the effectiveness of these methods. LV had to up its game again.
Microprinting and Legal Actions as countermeasures
Fast forwarding to the late 2000s, LV introduced microprinting and also incorporated intricate patterns or text on their products.Not only did counterfeiters adapt proactively to replicate microprinting with greater accuracy, but another drawback is that the effectiveness of microprinting relies on the ability to detect and examine it closely.
It has established a legal department and earmarked a budget of €15 million for counterfeiting matters.Despite allocating a substantial budget for legal issues related to counterfeiting, some incidents will inevitably occur because tracking every single instance is impossible.
Around the same time, even though Landmark cases, such as LV v. Singga Enterprises and LVMH v. eBay, were won by LV, it showcased the brand’s limitations with its anti-counterfeit measures.
The Inevitability of Incidents: A 2018 Snapshot
Counterfeiters have continually adapted and improved their methods to replicate these features. LV has also evolved its authentication measures over time to stay ahead of counterfeiters, emphasizing the importance of a holistic approach to combat counterfeit luxury goods.
Despite Louis Vuitton’s efforts, counterfeiters adapted and continued to flood the market with fake products. In 2018, a staggering 50.9% of counterfeit items identified by Entrupy were Louis Vuitton products.
Embracing New Technologies: Blockchain, NFC, and RFID
Recognizing the need for a more robust solution, Louis Vuitton joined forces with LVMH, Prada, and Cartier in 2022 to create Aura, a groundbreaking blockchain system designed to track product history and authenticate luxury goods.
Aura implemented smart tags that record real-time location and transaction data on the blockchain, ensuring product authenticity and traceability. In addition, Near-Field-Communication (NFC) tags were integrated into their products, directing consumers to the official Louis Vuitton website when scanned. This way, LV empowered its own customers to test its authenticity through their mobile application.
Louis Vuitton also employed RFID technology in its supply chain to track products and prevent counterfeit goods from entering the supply chain.
Vulnerabilities of Advanced Technologies
However, it’s essential to acknowledge that even these advanced technologies have limitations. NFC and RFID tags can be cloned or modified, compromising their effectiveness in detecting counterfeit products.
While Louis Vuitton’s efforts to combat counterfeiting have evolved over the years, it’s essential to acknowledge that counterfeiting remains a persistent challenge. Counterfeiters continually adapt and improve their methods.
Technologies like SCoT and ScAI have been crafted to serve as the core security components safeguarding the supply chain. Our secure codes are resistant to replication, guaranteeing the protection of the blockchain’s integrity at its most vulnerable physical layer. Adopt covert and overt security solutions to secure your brand’s authenticity today.