With a massive ~46% of the global population online (~70% by 2020), e-commerce and digital platforms have provided consumers with unprecedented choice and convenience [Anti-counterfeiting 2016, A Global Guide, World Trade Mark Review, pg25]. Though the internet has reduced information friction through the “power of a click”, it has also become a tool for counterfeiters in many industries. Current estimates are that $1.7 Trillion per annum is lost world-wide to counterfeiting and piracy.
The fashion industry isn’t immune from this counterfeiting menace. Over the last decade, the world of fashion has been radically transformed by technology and globalisation. Consumers are embracing the internet at an exponential rate.
An ambitious online retail strategy is key for the success of any brand. In the UK alone, ~74% of adults bought goods/ services online this year and almost half had bought clothing, with ~64% of 25-34 yr. olds buying clothes online.