Türkiye is tackling the problem of brand-name counterfeiting seriously and, at the same time, keeping ahead of imitators in a joint effort between the Government, manufacturers/brand-holders and their distributors and agents. Products that require high technology or complicated processes come with some built-in immunity, in that their copies are often shoddy compared to originals.

La Coste is arguably the most imitated global brand. But sports shoes are up and running. Move up to a higher quality designer shoe and brand managers not only have technology on their side but a wider array of combat tactics too.

Jaguar Shoes are distributed in Türkiye by Hasel Ayakkabi Ticaret ve Sanayi Ltd. Sirketi, who employ three lawyers as watchdogs and prosecute on a continuous basis. It helps that sophisticated machinery producing the range of footwear is mostly beyond the reach of pirates.

UK-based Clarks has recently re-entered the Turkish market and is testing the walking power of about 30,000 pairs with a new distributor, Efa Ticaret ve Pazarlama Limited. Clarks help them protect the brand legally, financially and technologically. Efa’s Mr. Ali Doganer has said they are setting up an anti-piracy unit before sales escalate. However, he also pointed to a loophole: “Anti-piracy efforts are concentrated in three or four Turkish cities, but many coastal resorts have entire streets and shopping bazaars devoted to illegally branded items.” In one town, one local profiteer is even nick-named Lacoste.

Devram Footwear Industry Company is the exclusive distributor of Pierre Cardin mens and womens footwear ranges in Türkiye and they have a different challenge for counterfeiters. Shoes are tagged with a label that has an embedded PC hologram to exactly match the woven brand label on the shoe. End-users compare logos to check the authenticity of their purchase.

Still, for all the ingenious ‘anti’ strategies, one wonders what good it does when brands like ‘Guci Shoes’ exhibit cheekily at most footwear fairs.

Share this story: