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Cambridge Satchel Company aumenta i suoi sforzi per proteggere il marchio

Cambridge Satchel Company ha ingaggiato MarkMonitor®, leader nella protezione dei marchi online, per affrontare gli innumerevoli rischi legati alla contraffazione dei prodotti, alle violazioni del copyright e al cybersquatting che hanno afflitto il marchio sin dal suo successo immediato come una delle ultime ossessioni della moda mondiale.

Cambridge Satchel Company è cresciuta da un investimento iniziale di 600 Sterline nel 2008 a oltre 8 milioni di fatturato nel 2012. L'azienda è stata creata da Julie Deane, una mamma inglese con due figli, che, per poter pagare le tasse scolastiche e mandare sua figlia in una nuova scuola dopo che aveva subìto un episodio di prepotenza, si è buttata in questa avventura. La storia relativa alla crescita del marchio è presentata nell'ultima serie di annunci di Google Chrome "The Web is What You Make of It" (Il web è ciò che ne fai).

"La portata incredibile del web e le economie di scala hanno rivoluzionato il modo in cui i marchi si propongono ai clienti e conducono il proprio business. Ma proprio le qualità che rendono il web così attraente per la crescita delle aziende, allettano i contraffattori. Diventa facile e remunerativo per i ladri di marchi rubare nomi a brand famosi come Cambridge Satchel Company.", ha affermato Frederick Felman, Direttore marketing di MarkMonitor. "Aziende in rapida crescita e con una forte progettualità come Cambridge Satchel sono coscienti che la strategia di protezione del loro marchio merita il massimo livello di attenzione, al fine di poter proteggere i propri clienti e le proprie entrate".

Julie Deane ha attuato questi ulteriori sforzi per proteggere il marchio e salvaguardare il consumatore. "È una vera e propria vergogna che le contraffazioni e tutti questi siti fraudolenti stiano derubando i consumatori. Abbiamo ricevuto lettere ed e-mail da clienti che richiedevano la restituzione di cartelle di bassa qualità o che volevano sapere come mai le loro ordinazioni non erano state evase. Controllando il numero degli ordini abbiamo scoperto che non erano ordinazioni effettuate sul sito ufficiale di Cambridge Satchel Company, ma da uno dei siti fraudolenti. Stiamo lavorando a stretto contatto con i nostri avvocati per far eliminare questi siti, ma continuano a nascerne di nuovi, che utilizzano nomi nuovi e attuano nuove strategie", ha affermato Deane. "Usando impropriamente le nostre foto e altri materiali protetti da copyright, questi siti sembrano offrire ai clientidei prodotti autentici. Avevamo bisogno di un nuovo approccio che fosse basato su una profonda comprensione del web e dei canali digitali e per questo motivo ci siamo rivolti a MarkMonitor.

"Questi siti sfruttano il nostro nome, il nostro marchio e le nostre promozioni e non stanno solo rubando vendite a noi, ma ci costringono anche a ulteriori investimenti per aumentare i programmi di customer service e per le spese legali. Questi siti danneggiano il consumatore e ci distraggono dal nostro lavoro per la creazione di programmi di marketing positivi a favore dei nostri clienti".

Da quando MarkMonitor ha iniziato a lavorare con Cambridge Satchel, in pochi mesi abbiamo scoperto ed eseguito azioni legali contro oltre 1.000 elenchi di prodotti contraffatti su siti di vendita, alcuni dei quali riferivano la disponibilità di migliaia di prodotti. Il programma di protezione del marchio ha scoperto 29 siti di e-commerce che vendevano prodotti contraffatti e 76 siti di cybersquatting che usavano il marchio Cambridge Satchels nel nome del dominio.

Cambridge Satchel Company lavora scrupolosamente per proteggere il proprio business e lo scorso anno ha vinto una azione legale per violazione dei diritti di proprietà intellettuale contro il produttore che ora usa il nome Zatchels, (già Leicester Remedials and Sewing). Il contenzioso è stato risolto obbligando Zatchels a pagare una somma a Cambridge Satchel Company.

"La migliore protezione del marchio", ha affermato Julie Deane, "è costituita da un brand forte e in piena salute che fornisce un prodotto e un'esperienza eccezionali per il consumatore. Siamo continuamente concentrati sull'innovazione con nuovi stili e design per deliziare i nostri clienti e collaborare a livello mondiale con partner eccezionali. Quest'anno abbiamo stretto accordi di collaborazione per il design con aziende importanti come Comme des Garcons, Basso and Brooke, Christopher Shannon e Chris Benz; inoltre condividiamo programmi con Pantone, Disney, Google e altri progetti sono in cantiere. Siamo orgogliosi di ciò che abbiamo costruito; continueremo a investire nello sviluppo e nella protezione del marchio Cambridge Satchel Company, del suo design e dei marchi commerciali".

-fine-

Note per gli editori

Informazioni su Cambridge Satchel

Cambridge Satchel Company è stata fondata nel 2008 da Julie Deane e da sua madre Freda Thomas sul tavolo da cucina di Julie, nella casa vicino Cambridge. Con un investimento iniziale per far decollare l'idea di sole 600 Sterline, l'azienda è ora un'impresa pionieristica con più di 50 impiegati e in fenomenale fase di crescita in tutto il mondo. Le sue cartelle e borse piene di colore e l'entusiasmante storia del suo business l'hanno recentemente portata in uno degli annunci di Google Chrome: www.youtube.com/watch?v=E0qDrRJT4zE&feature=youtu.be

L'azienda è impegnata a proteggere la produzione artigianale britannica ed è orgogliosa di impiegare molti abili artigiani locali, sia uomini che donne, nel suo laboratorio con sede a Leicester; mentre sostiene anche artigiani indipendenti nel Regno Unito.

Il successo dell'impresa Cambridge Satchel è stato riconosciuto da numerosi premi fra i quali:

  • Red Hot Women Awards: vincitore del premio Start-Up 2011
  • WGSN: Footwear & Accessories Design Team, vincitore 2012
  • Drapers: Fashion & Retail Personnel Smaller Etaielr of the Year, vincitore 2012
  • Natwest everywoman Woman Awards: The Athena Award per proprietarie di business di 36 anni, vincitore 2012
  • European Business Awards: Ruban d’Honneur status, in attesa della fase successiva del processo di selezione.

Il brand continua a collaborare con designer prestigiosi e rivenditori fra cui Comme des Garcons e Christopher Shannon, garantendo ancora di più il suo ruolo e la sua fama internazionali per le "Brit It Bag" (borse e cartelle fabbricate in Gran Bretagna).

Le borse possono essere acquistate on-line sul sito www.cambridgesatchel.co.uk e nel negozio dell'azienda all'indirizzo: 15 Shorts Gardens, Seven Dials, WC2H 9AT, Gran Bretagna.

Il testo originale del presente annuncio, redatto nella lingua di partenza, è la versione ufficiale che fa fede. Le traduzioni sono offerte unicamente per comodità del lettore e devono rinviare al testo in lingua originale, che è l'unico giuridicamente valido.

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