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Francis Costello, COO of 100% explains why they decided to hire Red Points in order to automate their brand protection
100%, the brand that dominates the motocross goggles market in America, discovered fake versions of their products in a number of Chinese Marketplaces, such as Aliexpress and Alibaba, but also on Facebook and Instagram. When it became apparent that all their time, efforts, money and reputation were in danger, they tried to fix it themselves. But given the scale of the issue, they weren’t able to make enough of an impact.
According to Costello, their design is a critical element of their products. They invest a great deal of time and money into the development and quality of their optics and lenses and the materials are chosen and designed for athletes. When they discovered the counterfeits online, they could not believe it. They got in contact with Red Points, since they they knew that they couldn’t handle it by themselves and that the only way to solve this online problem would be a technological solution.
100% has been using Red Points for over a year now, and more than 13,200 infringing products have been removed, which represents a success rate of 90%. Counterfeits have been found on more than 15 online platforms, both on marketplaces and social media.
The American brand is currently manufacturing through two partners, one in France for their lenses, and the other in Italy, their frame manufacturers. These partners have been selected as they want to deliver the product with the best quality and design. 100% are concerned with the counterfeits that are online, since they cannot control their quality. When it comes down to protecting your eyes, no one should have to compromise.
“Those who buy counterfeits products should know they are not getting the quality of product that they expect. This can have a really damaging effect on the brand in the marketplace.”
Before using Red Points’ technological solution, 100% used to wait for customers or distributors around the world to notice a listing and tell them about it. Nowadays, however, Red Points is finding them and taking the majority down within minutes. As Costello says, the platform is very easy to use in finding the counterfeit products using information that 100% provides. This makes their life easier, since they can focus on product innovation and development.
“Red Points had the ability to attack hundreds of listings all at once without having to do things one at a time. I think that’s the biggest advantage.”