INTA Targets Teens In Anti-Counterfeiting Campaign

With the International Chamber of Commerce’s recent report stating that the counterfeit goods industry may reach $1.75 trillion (US) by 2012, INTA has decided to step up its game.  (For those of you not in the know, the International Trademarks Association is a global non-profit organization comprised of trade-mark and branding professionals.)

INTA will launch a program at its AGM in May 2012 aimed at making youth aware of the ramifications of counterfeit goods.  In the initial stages, INTA is focusing on 14 to 18 year olds in the US with plans to expand the program internationally. 

In the lead up to launching the program, INTA hired a marketing agency to conduct some research into teens’ perception of counterfeit goods.  The results provided some interesting insights into the purchasing behaviour of teens:

• Teens respond well to philanthropic activities and social issues;
• Not surprisingly, the analysis confirmed that teens communicate through social media platforms, which also act as a source of influence and information;
• The vast majority of counterfeit goods purchased by teens were in the fashion and electronics industries; 
• Those that purchased counterfeit goods were aware that they were not legitimate goods; 
• However, there was a lack of understanding of the true implications of purchasing counterfeit goods; 
• Morality with respect to purchasing counterfeit goods was not a big concern; 
• Interestingly, teens trust their peers.  Celebrity-endorsements or celebrity-centric educational programs did not resonate with teens as well; 
• Gender played a role in teens’ aversion to counterfeit goods.  Whereas, female teens tended to have stronger responses to the social effects of counterfeit goods, male teens took issue with how counterfeit goods affected them directly.

INTA intends on launching a two-tiered approach.  The first stage aims at educating teens on the immediate consequences of purchasing counterfeit goods (i.e. poor quality products, job loss etc.).  The second stage takes a wider look at the ramifications (i.e. child labour, significant health and safety concerns, etc.).

As always, INTA is looking for volunteers to assist with the spreading the anti-counterfeiting word. 

 

Valuing the Invaluable: US Government Looks at IP’s Contribution to Economy

The US Commerce Department, in conjunction with the US Patent and Trademarks Office, recently issued a report that looked at the economic contributions of intellectual property to the US economy.  It’s no joke.  It is estimated that intellectual property-intensive industries contribute more than $5 trillion and 40 million jobs to the US economy, which represents more than a quarter of the work force. 

Confirming that the function of intellectual property is to reward ingenuity, the Commerce Secretary stated that:

“When Americans know that their ideas will be protected, they have greater incentive to pursue advances and technologies that help keep us competitive, and our businesses have the confidence they need to hire more workers.”

Simply put, innovation creates opportunity and the government should encourage it. 

Intellectual property protection enhances a business’ success at every stage:

• creates incentives to create
• rewards ingenuity
• protects against copying
• qualifies intangible assets
• creates a platform for corporate valuation and investment
• creates additional revenue streams by way of licensing

In a highly creative and competitive industry such as the fashion industry, intellectual property protection should be a front and center business tool.  Not surprisingly, the fashion industry was included in the top 50 trade-mark intensive industries.  Interestingly, the trade-mark intensive industries accounted for the highest employment rates, surpassing patent intensive industries.  

It’s the End of an Era

CanadaFashionLaw respectfully requests a moment of silence.  There has been a significant death in the fashion industry.  After 27 years on air, Canada’s Fashion Television has been cancelled. 

Before the explosion of mass media onto the fashion scene, Jeanne Beker founded Fashion Television in 1985.  This was the first of its kind.  Initially, it launched as a 15 minute segments.  It since morphed into a sophisticated, award winning, globally syndicated weekly half hour show.  In fact, a Fashion Television channel debuted in 2001. 

No reason was given for the cancellation, however, parent company Bell Media assured that Jeanne Beker will remain a player in the industry.