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Protecting luxury products online

Luxury clothing brand Hugo Boss removed over 6,000 fraudulent listings with the help of Red Points in the Social Media sector

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6,000

Listings removed

17,411

Total number of incidents identified

92.9%

Enforcement success rate

The Challenge

After COVID and the rise of online shopping, Hugo Boss was experiencing more counterfeit sales of their products online than ever before. Every day, the company received consumer complaints from upset shoppers who had bought a counterfeit supposedly from their brand.

Despite already having a brand protection service provider, their current system simply couldn’t handle the extreme increase in online scammers. They were losing a lot of money on lost revenue, as well as their brand protection resources that were beginning to fail against online counterfeits.

The Solution

Red Points provides Hugo Boss with the most recent IP trends and helps to implement them into their current structure. While before, they felt like they were playing whack-a-mole with scammers, the reports that Red Points provides have changed this. The software has allowed them to prepare for these trends as well as identify the problem areas that require more time and resources.

The Result

Since starting with Red Points, Hugo Boss has been able to remove over 6,000 fraudulent listings online.

Though they had a brand protection service provider beforehand, they were still spending countless hours and resources scouring the web for infringements. With Red Points, they no longer have to find each infringement manually or wait for an upset customer to send them a link to a counterfeit product.

The entire transition from their former provider to Red Points was fast and simple and only took a few days for Hugo Boss to be fully onboarded . Now, they feel they are in safe hands when it comes to the unparalleled level of support and protection Red Points provides.

Hugo BOSS

HUGO BOSS is one of the leading companies in the premium segment of the global apparel market.The company sells clothing, accessories, footwear and fragrances. Hugo Boss is one of the largest German clothing companies.

hugoboss.com
Fashion Industry
Metzingen, Germany

Fashion industry

“We see Red Points as an extension of our in-house counsel team, and we feel in safe hands”

Nicole Klug, Global Brand Protection Manager at Hugo Boss

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The Hugo Boss Story

Hugo Boss is one of the leading fashion companies in the world. The German-based luxury clothing brand was founded by fashion designer Hugo Ferdinand Boss in 1924 and has since grown to become a well-known brand around the globe. They now sell their products in 1274 countries and are a multi-billion euro earner annually.

Counterfeits flooding the market after COVID

Hugo Boss’ brand protection provider was adequate for the brand until the online market changed throughout the pandemic. The increase in online shoppers created a breeding ground for scammers to sell counterfeit products, and the increase was too much for the brand to address with their former tactics.

They received consumer complaints and links to counterfeits daily, and they needed a larger-scale solution that could monitor for and take down counterfeits automatically.

Automatic brand protection and insightful reports

Before Red Points, the brand protection team at Hugo Boss had to spend hours combing the web and monitoring online markets to identify infringements. This was a tedious, time-consuming process that was too slow to stop counterfeits from reappearing over and over again. With Red Points software scanning for counterfeits 24/7 and automatically beginning the takedown process, Hugo Boss was finally able to end this cycle.

Not only does the brand spend less time and resources tracking infringements, but they also know where to direct their resources better, thanks to Red Points regular reports. Now, they can stay on top of the current IP trends and identify where most of their counterfeits are coming from. This has helped shift their focus to the markets that need the most attention, and the brand has never been more protected.

If you have 15 mins, you can see Red Points in action with your brand

Ji Won Bang — Brand Protection Specialist