A Europe-based luxury brand with several product lines (hmm) has signed an agreement with New York city based Applied DNA Sciences to authenticate its products (CNN). The luxury brand remains unnamed, but we’ll probably find out soon enough.
I think it’s pretty amazing that luxury companies have to go to such lengths to prove authenticity and protect their brand. The counterfeit industry seems such an economic imperative for certain new economies that domestic and international laws have failed to plug the influx of copycat bags, shoes, clothes, et cetera. My guess is that people are tired of hearing about new lawsuits (LVMH v eBay, v Google, v City Chain) every month: we’re thinking of ways to promote the “More for More” value proposition (in marketing-speak) in the market instead of waiting for IP law to solve our problems. Where does that leave us, though?