As counterfeiters adapt, brands are increasingly searching for new ways to shut them down. For UGG Holdings Inc., this fight includes dedicated social media accounts to educate consumers about counterfeits, says Lisa Bereda, assistant general counsel at Deckers Outdoor Corp., the parent company of UGG.
Over the years, UGG has routinely shown up on lists of most counterfeited brands. So it’s not surprising that the brand protection team behind the popular sheepskin boots is continually looking for ways to thwart the capabilities of counterfeiters. Like many other brands, this includes litigation, seizing counterfeit domain names, training U.S. Customs and Border Protection officials, investigations and raids, Bereda says.
