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Business is plagued by counterfeiting, a problem Kevin Spreekmeester, vicepresident of inteational advertising, says places customer well being at danger. Shoppers inadvertently buying fakes online or in shops might get coats trimmed with German Shepherds' fur or a mysterious European raccoon dog, and stuffed with feather mulch a mix of bird parts and feathers found on factory floors instead of goose down. Aggressive counterfeiting of the pricey jackets (they do not go on sale and classic designs range from $500 to $700) prompted the company to introduce holograms in its 2011 fall/winter assortment. The Monetary Post's Christine Dobby spoke with Mr. Spreekmeester about how the business is guarding its brand. The subsequent is an edited transcript. Q When did counterfeiting tu out to be a problem for Canada Goose? A We have been counterfeited for years, but never in any amount to cause great conce up until about two and a fifty percent or three many years ago when replica ugg boots it appeared to skyrocket almost right away. There were a number of things that contributed to that. One of them was the popularity of the brand name. As it took off, counterfeiters recognized this was a brand they could leverage, much in the same way they would a Louis Vuitton or a Rolex. And another factor that appeared to occur about the exact same time and I think this contributed greatly was kind of a customer believe in in buying on-line. I think consumers have let their guard down a small bit. Thompson, Nationwide PostWe're also a brand that is not cheap jordans broadly distributed. We are careful with our distribution. We want to be in the best retailers or etailers globally, and simply because of that, customers will look high and low to discover our item and too often they end up on a counterfeit site. Q Can you give me a feeling of the extent of the counterfeiting issue for your business? A For us it is truly about brand name protection rather than the figures. cheap air jordan Being made in Canada and becoming a premium brand, we're very fortunate that these days our distribution is maxed out. We cannot create sufficient items to satisfy need. So currently it's not hurting us in the sense of lost sales, for each se. But our brand name is based on customer believe in and authenticity and functionality. So we need to tiffany outlet online preserve that to maintain our brand name worth for the lengthy term. That is really replica uggs why we are investing. It is a longerterm play and it is to make sure our fans believe that they can believe in the brand. Q What have you done to deal with it? A The counterfeiters are pretty shifty. They catch up with your strategies fairly rapidly. We applied the hologram starting this yr. It is very complicated, there are a number of pictures contained within it and it is expensive to reproduce. We believe this will give us an edge for

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