Brand increases investment to protect consumers from counterfeit
NEW YORK–(BUSINESS WIRE)–Synonymous with gift giving and the holidays, UGG® (a division of
Deckers Brands NYSE: DECK) is increasing its efforts to help customers
identify counterfeit products, recognize misleading marketing and
call-out online websites by sharing a list of helpful tips ahead of the
holiday shopping season.
“With nearly fifty percent of purchases this season being made online,
counterfeiters have taken notice and have adjusted their approach in the
hopes of misguiding consumers,” says Lisa Bereda, Assistant General
Counsel, Deckers Brands. “As a customer-centric brand it is our
responsibility to safeguard the loyalty of our community. We are
committed to exposing counterfeit tricks, educating our customers and
taking swift legal action when and how we can.”
When shopping on or offline UGG® urges customers to follow these simple
guidelines to help ensure authentic purchases:
- If the prices seem too good to be true, they probably are.
- The website contains spelling errors or suspicious contact information.
The quality of the product is low, such as synthetic linings, stiff
outsoles or sloppy stitching.
Buy from trusted sources only, pay close attention to URLs throughout
Since 2009 UGG® has taken numerous steps to combat counterfeit
including: launching UGG® anti-counterfeit Facebook
and Twitter accounts; providing customers with step-by-step instructions
on how to dispute fraudulent charges, supported law enforcement in
identifying counterfeiters and counterfeit products which has led to the
seizure of over 2.2 million counterfeit UGG® products to-date and
actively taken action against more than 590,000 counterfeit marketplace
listings, 60,000 counterfeit websites and 40,000 counterfeit search
engine results worldwide.
The impact of counterfeits on the global economy is significant,
eliminating tens of thousands of jobs with legitimate businesses and
costing the economy an estimated $600 billion of revenue a year. Worse
yet, they are not accountable to human rights and environmental
regulations nor do they adhere to child labor laws, anti-sweatshop laws
or restricted substances laws. This puts workers, the environment and
consumers at risk.
For more information, please visit http://www.ugg.com/counterfeit.html.
About the UGG® brand
Founded in 1978 in California, UGG® is a division of Deckers Brands
based in Goleta, California. The brand has built a reputation on luxury
style and comfort by using only the finest materials in the world,
employing the highest standards of craftsmanship, and delivering new and
innovative styles. For more information please visit www.ugg.com or