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PARIS – Dior’s Book Tote, and its iconic multi-layered center strip, are now protected against counterfeiting, the brand said on Monday, adding that it continues to fight an increase in online sales of counterfeit products since the start of the Dior pandemic. coronavirus.
In a preliminary ruling issued on June 3 and published today on WWD.com and in the Italian daily La Nazione, the high court of Genoa, in northern Italy, recognized the exclusive right of the house of French couture on the bag, launched in 2018, in addition to the five horizontal stripes that appear on it.
“As a distinctive mark of Dior, these five alternating horizontal bands thus benefit from exclusive brand protection, making it possible to identify Dior creations independently of the Christian Dior inscription,” Dior said in a statement.
“This recognition of the five bands as Dior property is an important judicial / legal precedent, as this mark is used on all Dior products, beyond the Dior Book Tote,” he added.
Dior launched legal proceedings in Italy against a counterfeiter who sold fake Dior Book Tote bags.
Pietro Beccari, chairman and CEO of Christian Dior Couture, said the Genoa decision was important because it means Dior can take legal action against anyone using their iconic striped pattern, even if they are not using the brand name.
The court determined that the five-part strip has a strong original character and is in itself capable of indicating the origin of the product; the absence of writing is not decisive for the recognition of the counterfeit, and the bracelet, without the literal elements, is widely used by Dior as a decorative element and at the same time distinctive of its products, he said. .
The design was first presented as part of female artistic director Maria Grazia Chiuri’s Spring 2018 collection. From fall 2018, the five stripes also appeared on J’Adior bracelets and are subsequently widely used in the brand’s ready-to-wear and accessories such as scarves, shoes and bracelets. .
A Dior Book Tote created for the Mykonos pop-up store.
Courtesy
The Book Tote bags can be personalized with the customer’s name and have been issued with the names of destinations such as Mykonos, Capri or Portofino for the house’s Dioriviera seasonal pop-up stores.
Beccari said LVMH Moët Hennessy Louis Vuitton, the parent company of Dior and other brands including Louis Vuitton, Fendi, Tiffany & Co. and Guerlain, spends more than 40 million euros per year on anti-corruption operations. counterfeiting and has dedicated teams of specialists coordinating actions. with law enforcement authorities and e-commerce and social media platforms.
“Counterfeiters follow legitimate markets and sales channels and are therefore present both online and offline. In addition, they react very quickly to new trends and the COVID-19 pandemic has accelerated the digital transformation and massively increased the use of the Internet to promote and sell counterfeits, â€he said.
“In this regard, social media platforms have become a very popular channel for counterfeiters and our deletions of illegitimate content have exploded on social media, while those on e-commerce platforms have also seen a massive increase. To give you an idea: LVMH removed more than 11 million illegitimate content from the Internet in 2020, â€added Beccari.
He highlighted the link between counterfeiting and organized crime, including money laundering, drug trafficking and child labor. “The purchase of counterfeit products fuels these criminal activities,” the executive said.
In order to help consumers trace the provenance and authenticity of luxury goods, LVMH recently partnered with the Prada group and Compagnie Financière Richemont to form the Aura Blockchain Consortium, which will promote the use of a solution Unique blockchain open to all luxury brands in the world.
Blockchains can help consumers trace the provenance and authenticity of luxury goods throughout their lifecycle, and help brands fight counterfeiting and parallel marketing.
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