Counterfeits are a significant problem for footwear brands selling online. Wiser’s VP of Customer Success, Kathleen Egan, recently spoke with Lauren Olsen of Footwear News to discuss what exactly shoe brands can do to counteract this unfortunate reality.
Here’s a preview of what you’ll find in Three Ways Brands Can Protect Against Counterfeiting, Knock-off Products:
“Through either a sub-brand or just a limited release collection, brands can limit assortment in certain channels without avoiding them completely. Brands can also make specialized SKUs for certain retail channels,” she explained. “For example, Nike will produce special SKUs for large footwear retailers such as Famous Footwear that are not carried by any other retailer. This enables them to have better control over each SKU in its channel. The [point of concern] here is time and cost. It’s more expensive to design, produce and manage separate styles for specific channels.”
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