New video display launches exciting new era and lights up opportunities for Forrest City School District
EDWARDSVILLE, IL, August 4, 2023 — It is a venue that has seen victory and celebration and a new Nevco video display is enriching the experience for all who set foot inside Forrest City High School’s Mustang Arena.
The school district in eastern Arkansas chose Nevco Sports, LLC to elevate game-day with a full-color 6mm V-Sided LED Video Display, measuring 7.92’H by 11.81’W on both sides. Over 216,000 pixels on each side of the video scoring solution are highlighting girls’ basketball and volleyball teams and a boys’ basketball program that has reached the pinnacle of achievement with two state championships (2014, 2016) under former longtime coach Dwight Lofton. Lofton, well known in the ranks of Arkansas high school basketball, won over 400 games in 25 seasons with the Mustangs.
All eyes inside the arena are being drawn to intriguing and immersive new views that empower the school district to captivate athletes and fans from tip-off or first serve to the final whistle. In addition to capturing exciting views on the court, the Mustangs can showcase highlights, team introductions, school sponsors and supporters, engaging graphics and prompts and more through Nevco Creative Services along with a virtual scoring package to keep all informed of the action. The video display is complemented with custom-imprinted wedge panels on each side prominently displaying “FC” and the school mascot, along with a custom-imprinted bottom that reads “Forrest City Mustangs”.
“It was a privilege to bring Forrest City’s vision for a new kind of game-day experience to life,” said Josh Robbers, Regional Video Display Consultant for Nevco. “We take great pride in this process, taking the time to listen to the specific needs and goals of our partners and delivering a winning solution they can be proud of. We look forward to seeing Mustang Arena light up for years to come, highlighting the students and their supportive community.”
The school further enhanced their set-up with a new pair of Model 2700 scoreboards to each end of Mustang Arena with standout white LED digits and Electronic Team Names, offering a welcoming experience by customizing the names of all teams who play there. Signage is featured below each scoreboard displaying “Forrest City Mustangs” and the school mascot. The upgrades at Forrest City were completed with a set of SSC-T5 Shot Clocks.
Check out the photos of the winning scoring solution in action and visit nevco.com to plan your next video display and scoring solution project.
About Nevco Sports, LLC: Nevco is the largest private manufacturer and provider of display, scoring and audio solutions. For over 85 years, Nevco has provided athletic and recreational facilities of all sizes with the most innovative scoring and LED video display products in the industry. Nevco is known for its specialty in designing custom facility solutions, quality of products, and superior long term financial value. Today, Nevco scoring solutions are used to enhance the fan experience at events in more than 100,000 locations around the world.
If you would like more information about this topic, please contact Michael Losch at 618.659.7957 or email [email protected].
Thursday, August 10 – hosted by Corsearch
There are two times for you to choose from:
EMEA: 4pm CEST, Thursday, August 10
Americas: 2pm EDT, Thursday, August 10
Duration: 45 minutes plus Q&A
Our upcoming webinar hosted by Steve Stolfi, Corsearch Chairman of Customer & Industry Advisory, views the Corsearch Trademark Industry Report through a US lens, exploring top trademark filer rankings across industries and brands, and highlighting illuminating trends.
The Report’s findings are powered by TrademarkNow – the fastest tool in the market for trademark research, due diligence, and business development. As part of the webinar, participants will be putting TrademarkNow to the test, by emailing their queries to [email protected] ahead of a live demonstration on the day. We invite you to do the same: register your attendance by filling out the form below, and either email us your question or simply post it live in the webinar chat on Aug 10. As a bonus, all non-subscribers will receive a one-month free ExaMatch trial just for attending.
Join our webinar to discover:
• U.S. Top Filer Trends by Product Class / by Industry / by state / by company / by law firm
• Top brand names trademarked
• Top goods and services registered across industry sectors
• Emerging industries and new product trends
• TrademarkNow in action: live demo of customer queries
Click here to register for the webinar.
SFIA member, Saturdays Count LLC, is thrilled to announce co-branding partnerships at the Universities of Alabama, Auburn, Oregon, and Tennessee. T-shirts bearing our trademarked logo, Only So Many Saturdays…Make ‘Em Count®, and the respective team logos will begin filling shelves and websites in August at Bama Fever in Tuscaloosa, Tiger Pride at Auburn, Eugene at The Duck Store, and in Knoxville at The VOL Shop and Alumni Hall. We are currently working with several universities around the country and predict exponential growth in 2024. Having our co-branded shirts available in numerous college bookstores and off-campus retailers has Saturdays Count one step closer to fulfilling the dream.
Saturdays Count LLC, a small company with a giant plan, started out with nothing but an idea and a dream. Our goal was to be in the lexicon of every college football coach, player, fan, announcer, and podcaster in America. With a strong grassroots marketing plan and a passion to create national recognition, in just one year, Saturdays Count has printed shirts in the colors of 96 schools and shipped to 43 states. After our fair share of mistakes, we looked at our marketing plan and decided to move in a different direction, creating a co-branded licensing program with college bookstores and printers. The results have been extremely positive. With this new strategy in mind, we are certain to accomplish our company goal.
“ONLY SO MANY SATURDAYS…MAKE ’EM COUNT”
The Greatest Tagline in the History of College Football
You can find out more at saturdayscount.com, via Twitter, Facebook, and Instagram at @SatudaysCount, or on LinkedIn at Saturdays Count LLC.
To learn more, contact Founder Mike Sunderman at [email protected] or 712–490–6661 or Co-Owner Tyler Fisher at [email protected] or 775–313–2262. Only So Many Saturdays…Make ’Em Count is a registered Trademark of Saturdays Count LLC.
Peachtree Corners, GA – (July 14, 2023) – Mizuno, a global leader in sports apparel and equipment, proudly presents its latest running shoe innovation, the Wave Sky 7. Designed to elevate any running experience, the Wave Sky 7 seamlessly combines cutting-edge technology, unparalleled comfort, and a steadfast commitment to sustainability.
Reach for the Sky 7; a lightweight running companion that embraces the foot in all the right places. Crafted with a smooth stretch-woven upper, this shoe offers a soft yet secure fit for optimal performance. The innovative stretchable woven material allows for adaptive, soft fitting in the medial direction, while non-stretch material is strategically placed to maintain correct foot positioning laterally, delivering an exceptional running experience.
Prepare to be astounded by the Wave Sky 7’s responsiveness and cushioning, thanks to Mizuno’s innovative MIZUNO ENERZY Core technology. The midsole boasts the integration of MIZUNO ENERZY, resulting in a 15% increase in responsiveness and a 17% increase in cushioning compared to the previously used U4ic material. This groundbreaking advancement ensures that every run is met with optimal energy return and undeniable comfort.
Embrace unrivaled breathability with the Wave Sky 7’s inventive design. Featuring wider breathable holes on the vamp area preventing discomfort and stuffiness, and allowing the feet to stay fresh and comfortable throughout even the long runs.
Mizuno Foam Wave takes center stage in the midsole of the Wave Sky 7 delivering a one-of-a-kind cushioning that feels like floating. This layered construction provides a softer landing, allowing for a smooth and effortless transition from heel to toe. Moreover, it ensures a stable and secure feeling, enhancing the overall running performance. The larger top wave enables seamless transitions, while the smaller bottom wave provides the stability and support needed for confident strides.
Experience supreme cushioning with the Wave Sky 7’s 2mm additional stack height in comparison to its previous model, delivering an elevated level of comfort and support. Mizuno’s commitment to durability shines through with the X10 outsole rubber. This durable carbon rubber guarantees extended wear, ensuring the running shoes stand the test of time, no matter the terrain or intensity of the runs.
Strategically positioned for maximum benefit, the cushion hole in the heel allows for easier deformation, resulting in a heightened cushioning experience and minimizing impact. The Wave Sky 7 prioritizes stability to enhance overall running performance. Its bottom gauge, approximately 2mm wider than its predecessor, provides increased stability.
The Wave Sky 7 takes comfort to new heights with its soft gusseted tongue, providing a cozy and consistent foot positioning experience. This thoughtful feature reinforces comfort, making runs more enjoyable, mile after mile.
As part of Mizuno’s commitment to sustainability, the Wave Sky 7 incorporates recycled materials. The upper body textile consists of 50% recycled content, while the upper body lining textile and sockliner lining boasts more than 90% recycled content. By prioritizing sustainability, Mizuno ensures to reach new heights in any running journey while minimizing the environmental impact.
Stay up-to-date on all the latest news on the brand’s website at www.MizunoUSA.com or on social @MizunoRunningUSA.
ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA
Media Contacts:
Brand Support
[email protected]
Wednesday, July 26 – hosted by Corsearch
There are two times for you to choose from:
1) 10am BST/ 11am CEST
2) 1pm EDT/ 10am PDT/ 6pm BST
In the first of a series of three brand protection webinars, Stop Counterfeits follows the path of a fictional retail company, from the discovery of its first online counterfeit, to enforcement against the infringers. With detailed analysis of the challenges it faced and the strategies available to counter the threat, our expert speakers explain how brands can protect their revenue and their consumers by clearing counterfeits from important digital channels.
The second and third webinars in the series – Stop Brand Abuse and Stop the Source – will follow this autumn.
Tailored for those just beginning to assemble a brand protection program, Stop Counterfeits offers an essential overview of Corsearch’s online brand protection services and technology – and how we detect, prioritize, enforce, and report on the counterfeit issue.
This webinar will help you:
- Automate the process for finding counterfeits;
- Quickly remove the fakes competing with your legitimate brands;
- Use customized algorithms for clear determination of counterfeits;
- Boost your counterfeit removal at scale; and
- Get your time and revenue back
Speakers:
Mike Sweeney
Director and Senior Legal Counsel, Corsearch
Helen Saunders
VP Product, Brand Protection, Corsearch
Click here to register for the webinar.
London – (June 7, 2023) – The Sports & Fitness Industry Association (SFIA) and Corsearch are delighted to announce a partnership which will strategically strengthen the sports and fitness industry’s global efforts to fight e-commerce counterfeiting and online brand abuses.
The rapid growth of e-commerce and digital media consumption has undoubtedly offered new global market opportunities for businesses, but also lead to the increasingly common threats of counterfeiting, gray trade, brand abuses, and online piracy. According to Corsearch, more than 12.5 billion online references to brand and content are captured annually. The solutions to monitor the intellectual property of brands include trademark screening, trademark searching, trademark watching, domain services, brand, and content protection. All-encompassing strategies ensure that brands can act against the broadest range of pirate networks, search engines, and social media. They are even more efficient if leveraged industry-wide.
Protecting consumers and brands with a cleaner marketplace
With a mission to promote sports and fitness participation and industry vitality, the SFIA serves as the premier trade association for the sports and fitness industry, supporting their member companies and promoting a healthy environment for the sporting goods industry by providing support through four pillars of products and services: thought leadership, advocacy and public affairs, industry-leading research, and member services. SFIA represents more than 700+ sporting goods and fitness brands, manufacturers, retailers, governing bodies, and sports leagues in the industry, providing the opportunity to create new partnerships, contribute to the future of the industry, and helping to advance member organization’s bottom line.
As part of their mission, the associations’ partnership with Corsearch introduces members to the next level of IP protection, enforcing the online market against counterfeits and brand abuses.
“We are excited to have Corsearch on board with SFIA as a Preferred Partner,” says Tom Cove, President & CEO, SFIA. “The value that Corsearch can provide in the online trademark and brand protection space will provide our membership with services and insights that will help their businesses, and ultimately, the sports and fitness industry overall.”
Stuart Durham, VP of Alliances and Partnerships at Corsearch, says, “Corsearch are extremely excited to partner with the SFIA with their strong commitment to continuously evolving its services, ensuring that its members can effectively combat online brand abuse and ensure consumer trust in their digital presence. We are pleased to be working in partnership with the SFIA to support the industry to grow their e-commerce offerings while protecting their brand reputations. Crucially, this partnership aims to protect consumers from harm by facilitating the removal of dangerous counterfeit goods from online marketplaces, social media platforms, and e-commerce websites. The partnership with SFIA further supports our mission to create a Cleaner Internet Society for all users.”
About The Sports & Fitness Industry Association (SFIA)
The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products and fitness industry. SFIA seeks to promote sports and fitness participation, as well as industry vitality through research, thought leadership, public affairs, industry affairs, and member services. For more information, please visit www.sfia.org.
About Corsearch
Corsearch’s intelligent Trademark and Brand Protection solutions are revolutionizing how companies commercialize and protect their most valuable assets. Trusted by over 5,000 customers worldwide, Corsearch delivers AI-powered data, deep analytics, and professional services that support brands to market their assets, drive growth, and optimize brand presence against infringement.
Without the right intellectual property, companies have little more than good ideas. Corsearch’s integrated solutions convert those ideas into brand value through trademark research and IP protection solutions that simplify the commercial landscape and deliver real results. Whether it’s online or offline, Corsearch helps customers to secure, monitor, and enforce their brands.
Behind the world’s best-known brands, there’s Corsearch.
Interested in learning more? Contact the SFIA:
Glenn Horine: [email protected]
Lisa Futterman: [email protected]
Media Contact Corsearch:
Press: [email protected]
Valerie Finn: [email protected]
Peachtree Corners, GA – (June 1, 2023) – Mizuno, a global leader in sports apparel and equipment, is thrilled to announce the launch of the Mizuno Wave Rider 27, the ultimate running shoe that combines superior drive with unmatched comfort. Designed to elevate your running experience, this latest model is packed with innovative features and updates, making it your go-to everyday running companion. March 1st, Mizuno will be releasing the “WAVE RIDER 26 ROXY”, the brand’s first collaborative running shoe with ROXY, a brand for women who love beach culture and active lifestyles. This shoe will be available on Mizuno’s online store and at sporting goods stores throughout the world.
Slip on the Wave Rider 27 and immerse yourself in a world of unrivaled performance. The shoe’s lighter upper, made from soft and smooth air mesh, offers exceptional stretch and hold, ensuring a perfect fit for every stride. Weighing in at a mere 2 ounces lighter than its predecessor, the Wave Rider 27 provides enhanced agility without compromising on support.
MIZUNO ENERZY enhances the shoe’s responsiveness and provides increased softness. Say goodbye to discomfort and hello to a dynamic and energizing run as the Mizuno Wave Rider 27 propels you forward with every step.
At the heart of the Wave Rider 27 lies the MIZUNO WAVE® plate, intelligently engineered to disperse impact energy across a broader area, providing a stable platform and unparalleled cushioning. This innovative technology ensures a smooth ride, reducing the risk of fatigue and allowing you to push your limits with confidence.
Mizuno’s commitment to excellence is evident in every aspect of the Wave Rider 27’s construction. The durable lining mesh boasts exceptional abrasion resistance, guaranteeing longevity and durability. The seamless gusseted tongue, meticulously designed as a singular piece without any stitching, secures your foot in place while offering unparalleled comfort. Additionally, the updated heel counter ensures a closer, more personalized fit, enhancing stability and support throughout your run.
Sustainability lies at the core of Mizuno’s values, and the Wave Rider 27 reflects this commitment. The plant-based wave plate, crafted with Pebax Rnew®, is a testament to the dedication to eco-conscious practices. Furthermore, the Wave Rider 27 incorporates more than 90% recycled content in the sockliner lining, upper body, and lining textile, making it a sustainable choice without compromising performance.
Shop the Wave Rider 27 here.
Stay up-to-date on all the latest news on the brand’s website at www.MizunoUSA.com or on social @MizunoRunningUSA.
ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA
Media Contact:
Brand Support
[email protected]
• Corsearch analyzed 2.8m listings for the sale of fake goods on e-commerce platforms and social media sites
• 4% of the sellers behind these listings are repeat sellers who offer goods again and again despite warnings not to
• Almost a quarter (23%) of fake sales could be stopped if these repeat sellers were stopped from using e-commerce platforms
London – (May 18, 2023) – Brand protection technology leader Corsearch has today released a whitepaper exploring the repeated sale of fakes on e-commerce marketplaces and social media platforms.
The Three Strikes: Revisited report released by Corsearch analyses over 2.8m non-genuine listings offering fake goods and services that were removed from online marketplace and social media platforms by Corsearch in 2022.
The data reveals that:
- A small proportion (4%) of the sellers behind these non-genuine listings are repeat infringers – the ‘worst offenders’. This small proportion of repeat infringers are responsible for a disproportionately large volume of all infringements
- Almost a quarter (23%) of fake sales could be avoided if e-commerce platforms implemented strict policies aimed at suspending sellers who repeatedly offer fakes for sale online
- Suspending those identified as repeatedly offering fake goods and services (i.e. a ‘three-strikes and out’ model) would reduce the level of exposure to harm that consumers face and reduce the amount of money lost annually to fakes, which totals $323bn per year according to the most recent figures.1
Corsearch’s research follows up on previous research released by the business in 2020. The latest study shows that the problem of repeat sellers has worsened in the last couple of years.
Recent legislation in Europe includes provisions intended to address this issue. The Digital Services Act is progressively coming into force in 2023 and includes provisions for e-commerce and social media platforms to suspend repeat sellers after they have received warnings.
At the intersection of reputational and regulatory risk, this legislation gives brands and e-commerce & social media platforms a great opportunity to work together to deliver the best policies and processes possible to combat trademark infringement.
Simon Baggs, President, Brand and Content Protection at Corsearch, commented:
“It’s clear that huge steps could be taken to protect consumers and maintain trust in brands if those mis-using e-commerce and social media platforms to repeatedly sell fake goods and services were blocked from using these platforms. Corsearch is committed to working closely with e-commerce and social media platforms to drive an enhanced approach. Robust action is good for consumers, will maintain trust in brands and will be good for the platforms themselves.”
Mike Sweeney, Director & Senior Legal Counsel at Corsearch, added:
“With the Digital Services Act now coming into effect, brands, e-commerce marketplaces and social media platforms can work well together to deliver meaningful change.
“The next few months are essential to ensuring that compliance is achieved.”
The full whitepaper can be found here.
References
[1] Global Brand Counterfeiting Report 2018-2020 – ResearchAndMarkets.com (2018): https://www.businesswire.com/news/home/20180515005775/en/Global-Brand-Counterfeiting-Report-2018-2020—ResearchAndMarkets.com
[2] Independent research by Sapio Research (2019): https://corsearch.com/content-library/ebooks/is-fake-the-new-real-living-in-a-fake-society-us/
Methodology
To determine these findings, Corsearch compared a recent data set with previous work from our 2020 whitepaper “Three Strikes and Out”.
This involved analyzing the data based on 2 models based on enforcement thresholds which would trigger a platform to “take down” a User:
- 3 Separate Days of Enforcement
- 3 Enforced Listings
The methods employed in this research are the same as those used in our previous “Three Strikes and Out” paper.
To maintain a fair comparison, Corsearch extracted data from its brand protection platform as before. The data in this analysis encompasses the dates January 1, 2022, to December 31, 2022, inclusive.
Press coverage
The Trademark Lawyer, Brands losing $74bn annually via online sellers that continue to offer fakes despite repeated warnings, finds Corsearch https://trademarklawyermagazine.com/brands-losing-74bn-annually-via-online-sellers-that-continue-to-offer-fakes-despite-repeated-warnings-finds-corsearch/
European Business Magazine, Brands losing $74bn annually via online sellers https://europeanbusinessmagazine.com/business/brands-losing-74bn-annually-via-online-sellers/
International Business Times, Widespread sale of counterfeit goods thrives on social media and e-commerce platforms, study reveals https://www.ibtimes.co.uk/widespread-sale-counterfeit-goods-thrives-social-media-e-commerce-platforms-study-reveals-1715965
Babe Ruth League is excited to introduce Axe Bat as our Official Baseball and Softball Bat for the 2023 season!
Axe Bat’s mission is to create the world’s best bat for the player’s swing. From tee ball to Pro MVP’s, Axe Bat utilizes today’s latest technology to design bats to maximize every player’s potential at the plate.
To kick off the partnership with Babe Ruth League, Axe Bat is excited to offer all Babe Ruth League participants 10% off their first order, just visit axebat.com and use code ‘BRL10’ at checkout to receive the discount.
“Axe Bat has amazing passion for making sure hitters have the best equipment at the plate and we look forward to teaming up with them for a season filled with extra base hits and smiles,” said Rob Connor, Babe Ruth League’s VP of Operations.
“Babe Ruth/Cal Ripken has an unbelievable history and tradition of growing youth baseball and softball while supporting the development of young people into better citizens,” said Jay Helmick, General Manager of Axe Bat. “We couldn’t be more excited to support and celebrate these young athletes across the country for years to come.”
In addition to sponsorship support, Axe Bat will be an integral part of the Babe Ruth and Cal Ripken World Series experiences. They will provide participants of Cal Ripken’s World Series with a variety of their latest bat models, offer families discount opportunities throughout the year, and provide families more insight about the technology and innovation that goes into designing Axe Bats.
Click here for more information.
With Gen Z ambivalent on the cost of counterfeiting to legitimate brands – and often actively seeking out fakes – how can brands educate consumers about their societal harms? Read insights from fashion brand Tommy Hilfiger and a leading social media consultant on how brands can raise awareness of the dangers of counterfeits and turn this into a positive message for change. Plus, hear their thoughts on how brands can keep pace with the evolution of the online space and the adoption of new platforms.
About the Contributors
Alastair Gray is the Head of Digital IP Enforcement for Tommy Hilfiger and leads up the global strategic operations around brand protection, encompassing both online and offline actions.
Max Klymenko runs a digital communications company called Klym&Co and hails from a background in brand protection strategy, enforcement, and reporting.
Typically defined as people born between 1997 and 2012, Gen Z are seen by many brands as the number one audience to connect with online.
- 54% of Gen Z spend over 4 hours on social media every day
- More than two thirds of Gen Z use TikTok
- 40% of Gen Z follow brands on social media
- 97% of Gen Z use social media as the first port of call when looking to buy something
The importance of Gen Z to brands
Gen Z are incredibly important for the future of any brand. They are known as the generation that primarily engages with the world online – consuming and creating content, interacting with friends and communities, and connecting directly with brands. Critically, they are the most likely demographic to share their experiences – both positive and negative – of a brand and its products.
Max believes that brands now need to be ‘digital native’, meaning that they should have a constant presence within the online spaces that Gen Z have adopted. Tommy Hilfiger is one such brand that has made the jump. Alastair shares that the brand has evolved its purpose and mission over the last few years, placing emphasis on promoting sustainability, inclusivity, diversity – key issues that resonate with Gen Z.
How Gen Z are shaping the online landscape
Gen Z appreciate honesty above all else, says Max, “They are allergic to hypocrisy. If I were to do something that isn’t moral, Gen Z would be the first part of my audience to call me out on it. And for brands, it’s the same.”
For all brands and marketers, the purpose driven element is critical. Gen Z are holding brands more accountable and are interested in how they impact both society and the planet.
The use of influencers
Max believes that Gen Z tend to trust, admire, and give greater weight to personalities rather than brands and companies. According to Max, this feeds into the process of researching products; gone are the days of consumers relying on official company websites and advertising to make purchasing decisions. “When it comes to fashion advice, Gen Z would rather listen to a personality than a brand – think Molly-Mae, instead of Vogue,” says Max.
A similar shift has been observed in news and journalism, with Gen Z turning to TikTok, YouTube, Facebook, and Twitter to keep informed on current events.
For the last 30 years, Tommy Hilfiger has pioneered the use influencers within marketing. Alastair says, “we’ve been very keen to connect our customers with musicians and artists. Over the last 12 months, we’ve worked with Richard Quinn and metaverse platform ROBLOX as a way of connecting with Gen Z. Music is one of those great experiences that everyone gets involved in.”
Adopting new social media and metaverse platforms
There are multiple new avenues within gaming and the metaverse that brands can exploit to connect with Gen Z and remain front of mind. Take Tommy Hilfiger’s ‘Tommy Play’ experience on ROBLOX, as one example. Boasting over 35 million visits, the experience allows fans to challenge their friends to bike races, play Freeze Tag, and unlock virtual Tommy Hilfiger accessories for their avatars.
On the social media side, the platforms where brands should maintain a presence and deliver advertisements “partially depends on the geography”, says Max. For example, “in France, Facebook is still popular with Gen Z. Whereas in other regions, TikTok reigns supreme”. Brands must also factor the type of content that is most favored by Gen Z, “they are growing up with the feed that gives you what you want rather than what you think you want. They are more into short form video than long form – TikTok and YouTube are the go-to platforms for entertainment and creator culture.” Alastair adds that for fashion brands like Tommy Hilfiger, “Instagram is still huge.”
Implications for brand protection strategy
With Gen Z continuing to move towards user-generated content (UGC) platforms such as TikTok, brands need to review the channels that they prioritize and how they can effectively detect and remove infringements.
Alastair states, “If you think back to 12 months ago, was TikTok really on our radar in terms of going in and looking for infringement? No. But now it is. The challenge is that you can’t just look at a listing, analyze it in a few seconds, and then enforce – you’ve really got to look at the video and understand the context of what’s being what’s being sold. The other challenge is that TikTok and similar platforms aren’t necessarily sales channels. They’re often influencing channels in terms of pointing consumers to where they can buy products or sharing reviews of counterfeits. You’ve got to go a lot deeper to find the product itself and where it is being sold.”
Seller verification on marketplaces and social commerce platforms
“We need better tools from the platforms to identify and take down infringing content down,” says Alastair. “We need platforms to help identify those illegitimate sellers and their supply chains.”
While some platforms have enhanced their verification processes, their effectiveness is mixed. It comes down to the types of checks performed; if sellers only require a credit card to complete verification and start listing products, then there isn’t a strong barrier of entry to bad actors. Other platforms go much further by implementing supply chain checks, where they look at invoices and the paper trail of where products originate from. They will make a reasonable effort to verify that sellers are authorized to sell a product.
Increasingly, Gen Z uses social media to purchase branded goods. TikTok is one such platform that has hedged its bets on social commerce functionality, which it has rolled out across several key markets such as China, the US, and the UK.
Social commerce platforms are muddying the waters in terms of which parties fulfil orders, according to Max. Many members of Gen Z are under the impression that when you purchase something from the Tik Tok store, it is Tik Tok distributing these products. In reality, “consumers are actually purchasing directly from influencers through their own TikTok stores – neither Tik Tok nor the brand itself are involved”, states Max. “When the package arrives, there is also a letter there from TikTok, further confusing the customer.” Max maintains this isn’t like purchasing from Amazon, where “it’s clear to the buyer whether a product is fulfilled by Amazon or by a third-party seller”.
Rising threat posed by counterfeits and other brand abuse
Counterfeits remain a threat. But there are other threats that are becoming more prevalent on social media and websites, such as scams, impersonation, and false association. Alastair notes that influencer scams in particular are fast becoming a concern for brands. “This is where cybersecurity, consumer trust, and customer service all intersect,” says Alastair. “You have members of Gen Z thinking that they are signing an influencer contract but instead end up handing over money and personal details to scammers.”
Counterfeits aren’t viewed negatively by Gen Z
An uncomfortable truth is that many members of Gen Z will go out and hunt down counterfeits. They’ll share where to get the best counterfeits online, create reviews, and encourage others to purchase them.
Max says, “If a member of Gen Z purchases what they deem to be the same product that they would have got from Tommy Hilfiger, but it’s ten times cheaper, they think they’ve got a bargain and that’s it. It’s up to brands to educate their audience on why purchasing counterfeits is bad and make it a joint fight for making a better society. Tell them how to report fakes if they see them online.”
Educating Gen Z about the societal harms of counterfeits
Keeping channels clear and trying to minimize that risk of consumer confusion is critical to maintaining the trust relationship. However, educating Gen Z about societal harms is an important component to a brand protection strategy.
From a brand owner’s respective, counterfeits are damaging to revenue and reputation – but are Gen Z concerned with these issues? Alastair and Max don’t think so. Instead, consumers care more about the broader societal harms with counterfeiting – this is where brands can better educate consumers on how their purchases fuel a criminal industry.
Of course, there is difference in opinion across industries and individual brands on whether to publicly acknowledge counterfeit issues. Alastair and Max both strongly believe – as we do at Corsearch – that publicizing the issue is a progressive policy. By doing so, brands gain the opportunity to educate consumers and encourage them to report fakes. By setting out how they are protecting consumers from harm, brands can also deliver a great source of PR and win over internal stakeholders.
Alastair states, “It’s about being authentic. We all know that there is a problem with counterfeiting. We have a page on our website where people can find general tips in terms of how to spot a counterfeit website and demonstrating that we do have a team that is going to going out and doing this enforcement work.”
There are three key societal harms that brands can bring attention to:
- Counterfeits contain harmful materials
In 2022, the American Apparel Footwear Association released a study into the danger of counterfeit apparel[1]. The study showed that counterfeit apparel has high levels of harmful chemicals and heavy metals and undergoes no checks before reaching customers’ doorsteps. The physical danger element is a key message for brand owners; ask consumers whether they want to be purchasing products for themselves or others that could have harmful materials within them. - IP infringement links to organized crime
There’s well-documented links between serious crimes – such as human slavery, money laundering, and drug trafficking – and IP infringement. Alastair believes it is an important message to hammer home as Gen Z, by-and-large, are unaware of the criminal organizations they are helping to fund, “On a surface level if a consumer just sees a copycat handbag in a YouTube video, they are unlikely to associate it with criminality and instead focus on the price and quality.” - Poor-quality fakes lead to environmental damage
Sustainability and environmental concerns are of huge importance to Gen Z. Brands are taking great strides to use recycled materials and reduce their carbon footprint, counterfeiters are not.
The durability of the products themselves should also be highlighted. “If someone buys a fake Tommy Hilfiger T-shirt for $15, this is likely to fall apart and end up in landfill, – which clearly isn’t sustainable,” says Alastair. “Then there are the hazardous materials used within knockoffs, such as lead and arsenic, that can pollute the environment.”
Educating Gen Z through storytelling
Nothing beats a good story. Max maintains that storytelling is an extremely powerful tool for brands seeking to distance their products from counterfeits. This leans into the idea that Gen Z are very purpose driven and want their experiences to be organic, authentic, and ethical.
A direct comparison of the quality can be enough to convince potential customers says Max, “I know of one brand that produces high-quality headphones that shared a review comparing a knockoff to the real thing. The founder purchased a fake version of the brand’s product for $7 – the authentic version retails at $150 – and gave an honest take on their quality. He claimed that, for its price, the knockoff was well-made and functional. However, he then detailed his experience of using the headphones for a week and listed a host of problems to highlight the clear difference in quality.”
Max explains an alternative approach that was taken by a company that produces cameras “They encountered knockoffs versions of their signature camera bags being sold on Amazon. The founder published a video that compared the knockoff to the authentic version. They were incredibly honest, saying the knockoffs were almost the same as the authentic versions – and were five times cheaper. But he told the story of the time and effort put into the design. First, he detailed how the authentic zipper was made, then explained the meaning behind the logo, and finally shared how his girlfriend chose the colors of the bag. This really connected with the brand’s audience.”
Stay ahead of curve with your brand protection strategy
We often talk in brand protection about the need to stay on top of evolving infringer behavior. Indeed, Corsearch continually updates its technology so customers can uncover new behaviors, keep up with platform changes, and prioritize what matters. But if brands are to successfully protect consumer trust, they also must stay on top of evolving consumer behavior and educate them on societal harms.
It’s essential to think about the platforms that Gen Z are using and how they are using them – and gaining visibility of this. Consider what’s important to your consumers and how you can protect the relationship they have with your brand.