It was reported over the weekend that fashion brand Diesel has opened a pop-up store in New York selling so-called ‘fake fakes’. The move is part of a marketing campaign dubbed ‘Go with the Fake’, aimed at encouraging consumers to “wear whatever they want”. While the campaign is creating a lot of online buzz, some have contended that it is also glorifying counterfeit goods in the process.

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RE: Diesel’s ‘Go with the Fake’ campaign goes viral; does it undermine the value of authentic products?

Another reason that Diesel can get away with marketing "Deisel" is that, all stunts aside, they make it absolutely painless for consumers to confirm that jeans with the Diesel label are authentic. Every pair has a QR code in the waistband that connects to a proprietary authentication engine by Certilogo. A simple branded user interface guides the consumer through a digital authentication process that weeds out fake or copied QRs with advanced artificial intelligence, and returns to the user a reliable, real-time response of Authentic or Fake. So... consumers who value authenticity get the authentic products they want, while Diesel collects the who-what-when-where of every authentication — including the location of every point of sale, online or off, of any product found to be fake (or sold out of channel... but that's another story).

ERIN MARTIN, on 13 Feb 2018 @ 13:47

RE: Diesel’s ‘Go with the Fake’ campaign goes viral; does it undermine the value of authentic products?

I have always supported the idea of freedom of thought, fair and decent competition practices amongst companies and most of all, as I previously wrote about, the freedom to 'make fun' either of or with trademarks within moral and legal boundaries. I advocate humour in many ways however when it comes to establishing it as a marketing tool that takes the brand into the dark counterfeit realm, well, I must admit that it causes me a certain discomfort; not only as a consumer but also as a lawyer. Still, we must admit that Diesel has managed to get into the spotlight, which per se already demonstrates that their marketing strategy is functioning. I am curious on what will happen regarding the matter in the near future. Best regards, Lisa.

Lisa Koetz Wildt, on 13 Feb 2018 @ 12:40

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