Iconic denim brand Diesel is winning the war on counterfeits by leveraging cutting-edge technology and strategic partnerships. The brand is achieving this success on the basis of five of its key strategies including a focus on the growing online shopping trend and its its counterfeit risks. Diesel is targeting online platforms hosting fake products, including resale websites.
The brand has appointed Glenn Martens as the new Creative Director to boost its appeal amongst customers, continue making genuine products and motivating anti-counterfeiting efforts.
Since 2023, the brand has seized 80,000 counterfeits of its goods. It has removed 27,000 online listings and shut down 500 imitation websites
Collaborating with Certilogo, Diesel uses unique QR codes and digital labels for product authentication, empowering customers to verify purchases.The brand has also joined the Aura Blockchain Consortium to leverage blockchain's robust security for traceability and anti-counterfeiting.
Despite Diesel's success, the fight against counterfeiting remains ongoing. The EUIPO estimates that counterfeiting costs the European clothing, cosmetics, and toy sectors a staggering €16 billion annually.
