How Luxury Brands Can Beat Counterfeiters

Despite spending a fortune on legal fees and distribution controls, luxury goods companies struggle to combat counterfeiting. But the success of counterfeiting is rooted in strategic decisions made by luxury firms to outsource manufacturing, emphasize the logo, and raise prices. A better strategy for the future would be for luxury firms to return to their geographic roots, refocus on craftsmanship, design, and quality in manufacturing, and adapt to the tastes and concerns of tomorrow’s customers instead of assuming that they will share their parents’ tastes and values.
(Harvard Business Review)