Moncler commits a lot of energy and resources to safeguarding the value, uniqueness and authenticity of its products and the defence of intellectual property rights, considered essential for the protection of its customers.
Through an internal department specialised in Intellectual Property and Brand Protection, Moncler defines a global strategy for managing trademark, design and other industrial property portfolios, which are the essential prerequisite for the whole activity of brand protection carried out both on the web and in physical markets in over 100 countries worldwide.
The fight against counterfeiting takes place through a complex system of activities implemented on different levels: collaboration with the main international associations dedicated to the fight against counterfeiting (e.g. INDICAM, INTA, BASCAP, UNIFAB, QBPC, etc.), investigations and direct support through training courses offered to customs officials, police forces and primary administrative authorities in order to increase investigative and enforcement actions in the various territories of the world. In 2017 a constant commitment has led to the seizure of over 87,400 finished products and almost 790,000 fake accessories. At the same time, enforcement in the digital world – focused in particular on eliminating the visibility of offers for the sale of counterfeit products, both through the closure of unauthorised websites and by removing links and/or advertising from social networks – has achieved many important results. In fact, over 69,000 auctions of counterfeit products have been closed, almost 2,500 sites have been shut down, some 170,000 links to non-original products have been removed from the main search engines and about 15,600 were removed from posts, ads and accounts promoting fake Moncler products through social networks.
The results achieved in the recent past include the ruling of the Intellectual Property section of the Beijing Court that sentenced Beijing Nuoyakate Garment Co., Ltd to pay RMB 3 million (about 420,000 euros) to the Moncler group for damages due to trademark infringement. This is a revolutionary sentence, the first ruling since the entry into force in China of the new law on the protection of trademarks, and that forces Beijing Nuoyakate Garment Co. Ltd to pay the maximum damages and subjects it to the most severe penalties provided for by law.
With a view to increasingly protecting the end customer, starting in 2009 Moncler also started to implement anti-counterfeiting systems in all its products. Pursuing a constant improvement, starting from the Spring/Summer 2016 collection a new and complex anti-counterfeiting system has been adopted that uses the most sophisticated technologies currently on the market: the system has a unique alphanumeric code, a QRcode and an NFC tag (Near Field Communication) that allows the end user to register the product with the dedicated website code.moncler.com.
Where necessary, Moncler draws up appraisals for scammed customers who wish to recover the sums unintentionally paid for a counterfeit item from their electronic payment service companies.
As recognition of the important goals achieved, the Moncler Brand Protection team received the World Trademark Review Industry Award in 2016 as Best Team of the Year in the Fashion, Cosmetics and Luxury Goods sector.