Innovation & brand protection
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PERFORMANCE DAYS, Munich

Wednesday 16th November 2016

13:45 - 14:45

Presentation Area next to the PERFORMANCE FORUM

Black-copies are a serious money-costing problem! Brands invest sources as time, human power and money into the development of new products for the customer. The deadly combination of money and image loss is the result if the customer buys a black-copy instead of the original. The source of the black-copies can be multiple: over-productions of the garment maker, copies by a competitor who has seen the article in retail, even prototypes or phantasy-products with your logo find the way to the buyer. It hurts not only budget wise, but also when people do not recognize that the quality of the black-copy is definitely not the one you would have produced… Benefit by the experience of the expert who knows all these stories and who has approaches to fight against piracy and for your brand.  

Listen to the full audio podcast

About the orator

Mr Heiner Löffler

Freelancer

Consultant

With more than 30 years of experience in the apparel and sporting goods industry, Heiner Löffler is a true expert who has worked for well-known companies such as Hugo Boss, Pentland Deutschland and Uhlsport. Being responsible for international logistics, customer service and repair & retour strategies, he recognized the growing problems caused by black-copies. In his position as Head of Logistics & Merchandise Management at LK International AG (KJUS) he successfully searched, found and developed tools how to protect the own brand on the different levels like legal base, duty and online tools. Based on this knowledge he is working now as an independent consultant.


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