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November 13, 2007

eBay's Counterfeit Couture a Threat to Tiffany Brand Name

Tiffany_logo.gifTiffany's battle against eBay for not vigorously patrolling the sale of counterfeit Tiffany items is about to commence. The focus is on the ridiculous number of fake goods being sold by the online auctioneer.

Hermes-Logo.gif Hermes has weighed into the battle, as have L'Oreal and others.

L_Oreal_Logo.gifDespite the fact that eBay forbids the sale of these things quite explicitly, it seems that major brand names want eBay to take more responsibility for the no-good-nicks that fall through the cracks - and there seem to be thousands of them selling everything from Gibson guitars for under $3 to computers.

eBay_logo.gifThere can be no question that tracking what people want on eBay is a great way of tracking the world's most desirable brand names. And if eBay becomes the portal through which people undermine brand name equity of some of the most desirable names out there, then that is a real shame.

Add to that the ready availability for almost any brand name luxury good over the Web itself and it might be argued that "counterfeit couture" could very well wipe out the real thing.

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Posted by William Lozito at November 13, 2007 9:58 AM
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