Diesel has recently announced some new, important steps aimed at protecting its brand identity, as part of a radical decision, taken a few years ago, to revise and implement its distribution strategy while cutting wholesale accounts not in line with its own image and evolution aims.
In 2019 the company seized and destroyed tens of thousands of fake goods worldwide also involving the digital space.
Regarding e-commerce and digital retail, the company has blocked and shut down websites that promote the sale of counterfeit items using Diesel’s trademarks, logos and imagery. In 2019 alone, a total of 1,244 sites were penalized (with content and product removed, or the site taken offline entirely). Most actions were targeted at Taobao (China), Mercado Libre (Brazil) and eBay (worldwide), with a total of 2,838 cases of copyright and trademark infringements.
On social media, 2,351 URLs selling fake Diesel products were found and removed (the majority of these were on Instagram).
An impressive amount of 4,901 fake advertisements were also removed over the course of 2019, most notably on Google and Bing, and locally in the UK, Germany, France, Italy, Spain and the Netherlands.
Several raids were also conducted in factories in China, resulting in the seizure of more than 4,000 pairs of jeans, 3,000 T-shirts and sweatshirts, 5,000 belts, and 4,500 labels bearing Diesel’s trademark and logo.
Other important actions were conducted by the company's own enforcement teams with the aid of local law and police authorities in Egypt and in Morocco for more illegal products (more than 5,000 pairs of jeans were found in Morocco), while in the UAE more than 8,000 pairs of sunglasses were seized. In Turkey 23,704 fake pieces were located, in the UK 5,823 polo shirts, and in Portugal 1,796 other fake Diesel products such as belts, T-shirts, perfumes, denim jeans and clothing labels.
These actions show how Diesel wants to safeguard the brand and its brand identity values, having long battled against counterfeiting, illegal distribution and trafficking through international customs and on the digital space.
To date, legal processes have generated a substantial decrease in the number of counterfeit Diesel products on the marketplace. This is how the company will keep fighting and being further involved in protecting its own global reputation.