AAFA vs Counterfeiters

     Piracy, counterfeiting or bootlegging can be an annoying eyesore and headache in fashion retailing. Growing up, working as a urban clothing sales associate or as a sneaker head, urban fashionista or a plain old brand loyalist, I often despised the consumer who participated in the purchasing of fake apparel because these consumers adamantly believe that the product that they were wearing was not a fake. Sorry, but you have been hoodwinked and bamboozled. I understand the feeling of wanting to belong or don the latest fashions. It feels good to be in the ‘in crowd' sometimes, doesn’t it?  However, I am not always a fan of the, 'fake it till you make it' plan. In some regards, I am purest when it comes to fashion, sneakers and style. If I can afford brand, I will purchase the brand. If I cannot afford it then I can wait till I can afford it but never will I wear pirated or counterfeit shoes or apparel because I can be a clothing snob or brand slave at times. Not to mention, I may be fooling others but I am not fooling myself. 

To assist apparel and footwear companies in fighting the good fight against counterfeiters, the American Apparel and Footwear Association (AAFA), provides members and visitors a like with an anti-counterfeiting coalition issue tool kit. In conjunction with the Coalition Against Counterfeiting and Piracy (CACP) of which AAFA is an active member, released recommended steps companies can use in order to protect their supply chains from counterfeiters. As mentioned on AAFA’s webpage, CACP partnered with U.S. Chamber of Commerce and provided companies with a tool kit that, “[C]ontains best practice[sic] guidelines and seven case studies of companies that devised and implemented aggressive techniques to fight counterfeiting and piracy and protects themselves and their customers”.

            For one of the case study, New Balance was used as an example of how counterfeiting has affected their brand’s integrity. Ed Haddad, Vice President of Intellectual Property and Contract Administration at New Balance discussed how, “Footwear counterfeiters aren’t just making a fake product; they’re diluting the brand, damaging the company’s reputation, and undermining the worldwide salability of the product.” Pirating and counterfeiting cost the U.S. economy 250 billions dollars a year with apparel and footwear companies being the hardest hit by this illegal action. That is why the AAFA has established the Brand Protection Council dedicated to protecting a company’s brand from piracy. The Brand Protection Council works in conjunction with the Government Relations Committee, and helps to protect U.S. branded products against inexpensive and poor quality knockoffs that are flooding the marketplace. They hold meetings and presentations involving the latest issues in counterfeiting and strategies of preventions.

            Honestly, I like the cracking down on bootleggers and the counterfeiting of products. One too many times have I been a victim of bootlegged apparel and electronics. I find myself losing trust in certain products because of the ability for them to be so easily replicated. That is why I appreciate AAFA commitment in working with the U.S. Chamber of Commerce and the CACP.  I hope they continue to be productive.