A risk to brands and customers’ health
The English underwear company was created to bring comfort back to underwear while making you feel great about yourself. Their product is unique, as they eliminated countless fabrics, stitches, and designs. Nevertheless, counterfeiters weren’t afraid of creating copycats and adding Lounge’s brand to their low-quality copies. “I felt quite annoyed and worried when I realized that after all the hard work our product was being copied mainly for Chinese marketplaces. We were 100% sure we had to fight against it – but how could we do it since we couldn’t afford to pay expensive legal fees?”
The drain of judicial action
Lounge’s first reaction to the problem was to try to fix it by themselves. Nevertheless, it was a very time-consuming process, especially on eBay. As Daniel puts it, the real problem, though, was with Alibaba and AliExpress, as there were loads of infringements and it was pretty much impossible to get every single infringer to take counterfeits down individually.
“Then we got in contact with Red Points and we were all amazed with their technology. Originally, Red Points managed to get and takedown infringements just by using our images, which is incredible. It was a massive success: 85% were removed even before we got our UK trademarks. At the moment, Red Points has a 97% effectiveness rate in counterfeit removal. This is why we can’t imagine Lounge’s future
without Red Points’ technology”. Red Points proved to be a much more efficient and cost-effective solution against online brand abuse.
The ROI of brand protection
Apart from avoiding the potential damage counterfeits could inflict on Lounge due to their quality, Daniel and Melanie managed to leverage their business with licensees and other partners by showing that their brand was comprehensively protected. In learning that Lounge used state-of-the-art technology to enforce their brand online, partners had the guarantee that their brand was strong and was not going to lose value.
