NEW YORK: Coach launched Operation Turnlock last week as a national anti-counterfeiting program that will hold those involved in the sale of counterfeit product, including small businesses, Internet sites, and purse parties, legally accountable. It aims to raise awareness of the issue among consumers, as well.
"Coach has always successfully enforced its IP rights," said a Coach spokesperson, who declined to be identified. “We want to make it difficult for people selling [the products], and to educate people buying [them]."
“... A lot [of people] don't know that [the products] are linked to organized crime, terrorism, and child labor. That's an important message,” the Coach representative said.
The source explained the company's in-house PR team launched an SMT targeted at broadcast morning shows in more than 15 markets in an effort to educate consumers about the truth of counterfeit products and how to identify them.
“We're targeting a more vocal market... We're working with legal teams nationwide now and sending letters, or in some cases... taking [people involved] to court.”
The source noted that Coach did not expand its budget for this latest effort, but has implemented, "innovative pricing" with "associated law firms.”
Coach has more 50 pending cases right now, according to the spokesperson.