Ugg Releases Anti-Counterfeiting Results

In 2010, Deckers Outdoor Corp.’s anti-counterfeiting activities gave crooks reason to be afraid.

The company on Monday issued preliminary results surrounding its anti-counterfeiting efforts on behalf of its Ugg Australia brand. Included in the data is information on the single largest seizure of fraudulent Ugg product to date: 244,648 pairs of counterfeit Ugg product seized on Dec. 23 in the Fujian Province in China. In all, 118 raids were conducted in 2010.

Not including the Dec. 23 enforcement activity, 154,829 pairs of counterfeit Ugg-branded products were seized in 2010, a 245 percent increase over 2009. During the year, the company also successfully pursued a course of action that resulted in the closure of 4,783 websites that sold fake products, and removed 30,444 eBay listings that offered counterfeit goods.

Deckers also had success removing sponsored links from search engines, removing listings from wholesale trade boards, educating consumers about counterfeiting via Facebook and Twitter, as well as working with Washington, D.C., policymakers to stem the flow of counterfeit goods.

“Deckers is taking an active stand against counterfeiters globally, from seizure of product and broad investigations to takedowns on websites, trade boards and auction sites,” Leah Evert-Burks, Deckers’ director of brand protection, said in a press release. “Because the success of each of our brands is built on the trust of our retail customers and consumers, we will continue to work with lawmakers, customers and policing authorities, and through our own initiatives, to ensure that fake product is seized and destroyed and counterfeiters are punished.”

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