Bootlegging the Zeitgeist

     I was perusing through a couple of TED speeches and stumble upon Johanna Blakley: Lessons from fashions free culture. Johanna Blakley studies the influence of mass media and entertainment on our world. The speech was corky and a full of sarcasm but I also found it to be quite profound and informative. Her breakdown of trademark infringement, and copyright protection was simple to grasp and engaging. Apparently, fashionapparel is too utilitarian to be protected. Hmm, fancy that. However, in spite of the axiom, “without ownership there is no incentive to innovate”but fashion has found a way to evolve,  doesn’t fashion kind of sound like this? 

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”.