Staggering number of counterfeits and knockoffs in online marketplaces negatively impacted consumers’ trust
Manually detecting thousands of infringing listings was consuming in-house resources and staff’s valuable time
Even where a handful of infringements could be identified manually, the absence of strong relationships with local marketplaces and limited understanding of counterfeiters’ infringing patterns resulted in ineffective enforcement
One of the primary obstacles that Ralph Lauren Korea faced in its foray into online channels was the staggering number of counterfeits being trafficked on leading Korean marketplaces. Although the brand had always been aware of counterfeit issues online, the high volume of infringing listings competing with the actual brand on these specific marketplaces highlighted the urgent need to address counterfeit problems before further expansion.
Ralph Lauren Korea initially attempted to address the issue by re-assigning a Senior Manager who previously had a more strategic function to the role of manually detecting and reporting counterfeits full-time. However, despite dedicating eight to nine hours a day to the task, he was able to detect only around 1,500 counterfeit listings per month. Furthermore, even when the counterfeits could be identified, the listings would often sell out before appropriate actions could be taken to enforce them. This manual approach was inefficient, creating limited value compared to the high amount of in-house resources required.
Due to its relatively short history in the online market, Ralph Lauren Korea did not have strong relationships with Korean online marketplaces that are necessary to effectively enforce against infringing listings. Also, limited understanding of counterfeiters’ infringing patterns resulted in ineffective enforcement. Thus, implementing a time-efficient and effective means of tackling counterfeiters arose as Ralph Lauren Korea’s utmost priority—and this is where MarqVision stepped in.