The real problem with luxury isn't counterfeiting.
There’s a good reason Apple puts “Designed in California” on its products rather than “Built in China”
As creatives and marketers, our efforts to counter counterfeiting should be focused on helping brands rediscover what made them great in the first place. Helping brands reconnect with their roots. Whether it’s storytelling through content or a timely reminder with packaging design, the power of provenance should not be underestimated. There’s a good reason Apple puts “Designed in California” on its products, rather than “Built in China.”
At Jane, we believe the ultimate goal for brands should be to align their internal ethos with external values. Italian cashmere and luxury sportswear brand Brunello Cucinelli, is so devoted to their founder’s ‘humanistic enterprise’ vision that the company not only refurbishes monuments in their historic hometown Perugia, they have also set up a free school to teach traditional skills to locals. Closer to home Aesop’s ‘culture before commercial’ ethos can be seen in everything they do. From their deep appreciation of design and architecture to their cultural alignment training for staff, the Melbourne-born company has created a brand that is so far beyond logo and product it’s impossible to copy.
Of course it won’t stop people trying.
Ae-stop … thief!