Atelier Dior Couture


Brand Protection

What steps is LVMH taking to deal with the growing problem of the counterfeiting of luxury goods ?

The luxury industry is particularly hard-hit by the counterfeiting of goods, which unlawfully takes advantage of the prestige of its brands and harms their tradition, identity and image.

As part of its broader brand protection policy, the fight against this problem -often linked with organized crime- is one of the LVMH Group's priorities.

Anti-counterfeiting measures are organized around each brand. The Group coordinates these anti-counterfeiting actions, particularly involving relations with the authorities in different countries, or actions taken directly against counterfeiters.

Some sixty people at various levels of responsibility work full time on anti-counterfeiting, in collaboration with a wide network of outside investigators and a team of lawyers.

This organization enables LVMH to react quickly and effectively. Thus over the last three years, extensive actions have been carried out in China, Korea, Thailand and Italy, among other countries. Counterfeits of Christian Dior, Louis Vuitton, TAG Heuer and Hennessy products have been seized at their production sites and whenever possible, legal action has been taken against the counterfeiters.

Several plants and stores offering counterfeit products for sale have been shut down, particularly in Shanghai. Law suits have been filed in Taiwan concerning Hennessy, and in Latin America, in order to protect our champagnes. Networks for the manufacture and distribution of counterfeit Louis Vuitton products have been dismantled in Asia and counterfeit products displayed for sale have been seized.

In France, police operations leading to the arrest of itinerant vendors of counterfeit products and the seizure of products from consumers have helped to raise the awareness of the public to the fact that buying counterfeit products is also illegal.

Through professional associations, the LVMH group is also pursuing a proactive policy to inform the general public in order to reinforce anti-counterfeiting measures, and to make them as effective as possible.

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