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Cambridge Satchel Company renforce la protection de sa marque

La Cambridge Satchel Company a retenu les services de MarkMonitor®, spécialiste de la protection de la marque en ligne, afin de minimiser les nombreux risques de contrefaçon, de violation du droit d'auteur et de cybersquattage auxquels la marque a été exposée depuis qu'elle obtient un grand succès à titre de phénomène mondial de la mode.

La Cambridge Satchel Company, créée à partir d’un investissement initial de 600 livres sterling en 2008, a atteint un chiffre d’affaires de plus de huit millions de livres sterling en 2012. L’entreprise a été fondée par Julie Deane, une Britannique mère de deux enfants, afin de se procurer les fonds qu’il fallait pour inscrire sa fille à une nouvelle école après que cette dernière ait été victime d’intimidation. La dernière série d’annonces de Google, « The Web is What You Make of It », raconte l’histoire de la croissance de son entreprise.

« La formidable portée et les économies d'échelle caractéristiques du Web ont révolutionné la manière dont les marques atteignent les clients et stimulent les activités des entreprises. Mais cela même qui fait que le Web stimule la croissance des activités d’une entreprise peut encourager les usurpateurs de la marque à pirater en ligne des marques de commerce fortes comme celle de la Cambridge Satchel Company, a déclaré Frederick Felman, chef de la commercialisation de MarkMonitor. Les entreprises qui présentent des marques avant-gardistes à forte expansion comme Cambridge Satchel savent qu'elles doivent accorder une attention toute spéciale à leur stratégie de protection de la marque afin de protéger leurs clients et leurs revenus. »

Julie Deane a cherché à renforcer sa marque afin de protéger le consommateur. « Il est proprement scandaleux que des sites contrefaits et frauduleux exploitent l’innocence des consommateurs. Nous avons reçu des lettres et des courriels de la part de clients qui souhaitaient retourner un sac de mauvaise qualité ou demander les motifs pour lesquels leurs commandes n’avaient pas été livrées. Après avoir vérifié les numéros de commande, nous nous sommes rendu compte que les commandes n'avaient pas été passées auprès de la Cambridge Satchel Company, mais auprès d’un site frauduleux. Nous avons entrepris des démarches juridiques pour faire fermer ces sites, mais ils renaissent sous un nouveau nom et adoptent une nouvelle approche, a affirmé Deane. Ces sites copient nos photographies et notre documentation protégées par le droit d’auteur et ils semblent offrir des marchandises authentiques. Nous avions besoin d'adopter une approche reflétant une profonde compréhension du Web et des canaux numériques, et c'est pourquoi nous avons demandé l'aide de MarkMonitor.

Ces sites utilisent notre nom et notre marque et bénéficient de nos activités promotionnelles. Ils ne nous font pas seulement perdre des ventes, mais ils nous obligent aussi à débourser des sommes supplémentaires pour créer des programmes de service à la clientèle et régler les factures de frais juridiques. Ces sites nuisent aux consommateurs et nous empêchent d’accorder toute notre attention aux programmes de marketing positifs à l’appui de notre clientèle. »

En quelques mois, depuis que MarkMonitor a commencé à travailler avec Cambridge Satchel, l’entreprise a décelé plus de 1 000 listes de produits contrefaits sur des sites d’échange, dont certaines annonçaient des milliers d’articles en stock. MarkMonitor a mené des activités d'application de la loi en conséquence. Le programme de protection de la marque a permis de trouver 29 sites de commerce électronique qui vendaient des produits contrefaits et 76 sites pris en flagrant délit de cybersquattage de la marque Cambridge Satchels qui utilisaient la marque dans leur nom de domaine.

La Cambridge Satchel Company s’emploie avec diligence à protéger ses actifs. Au cours de la dernière année, elle a obtenu un dédommagement au titre des atteintes à des droits de propriété intellectuelle de la part du fabricant anciennement appelé Leicester Remedials and Sewing (maintenant actif sous le nom de Zatchels). L’action en justice s’est conclue par un règlement obligeant notamment Zatchels à verser une certaine somme, qui n'a pas été divulguée, à la Cambridge Satchel Company.

« La meilleure protection de la marque, dit Julie Deane, est une marque forte et vigoureuse qui offre aux consommateurs d’excellents produits et une bonne expérience. Nos efforts sont continuellement axés sur l’innovation, l’offre de nouveaux styles et de nouveaux modèles de manière à ravir nos clients, et la collaboration avec des partenaires de classe mondiale. Cette année, nous avons créé de nouveaux modèles avec des collaborateurs de premier plan, notamment Comme des Garcons, Basso and Brooke, Christopher Shannon et Chris Benz, et mené des programmes avec Pantone, Disney et Google, et d'autres viendront. Nous sommes fiers de notre entreprise et continuerons d’investir pour améliorer et protéger la marque, les modèles et les marques de commerce de la Cambridge Satchel Company. »

À propos de Cambridge Satchel

La Cambridge Satchel Company, située tout près de Cambridge, a été fondée par Julie Deane et sa mère Freda Thomas sur un coin de table, dans la cuisine de Julie, en 2008. Créée à l'aide d’un investissement d’à peine 600 livres sterling, qui a servi à promouvoir le concept, l’entreprise est maintenant une pionnière dans son domaine qui compte plus de 50 employés et connaît une croissance rapide et phénoménale au plan mondial. Récemment, Google Chrome s’est inspirée de ses sacs colorés et de son historique pour mettre l’entreprise en vedette dans une annonce : www.youtube.com/watch?v=E0qDrRJT4zE&feature=youtu.be

L’entreprise s’est engagée à préserver le mode de fabrication britannique et est fière d'employer de nombreux artisans et artisanes du coin dans son atelier de Leicester et d'accorder son soutien aux artisans indépendants du Royaume-Uni.

Plusieurs prix témoignent de la réussite de la Cambridge Satchel Company, notamment :

  • Red Hot Women Awards : récipiendaire du Start-Up 2011 award
  • WGSN : Footwear & Accessories Design Team, équipe gagnante en 2012
  • Drapers : Fashion & Retail Personnel Smaller Retailer of the Year, entreprise gagnante en 2012
  • Natwest everywoman Woman Awards : le prix Athena pour les femmes de 36 ans propriétaires d’une entreprise, 2012
  • European Business Awards : récipiendaire du Ruban d’Honneur.

L’entreprise poursuit sa collaboration avec de prestigieux designers et détaillants, notamment Comme des Garcons et Christopher Shannon, et continue à s’affirmer comme LE fabricant du sac à la manière britannique au plan international.

On peut acheter les sacs en ligne sur le site www.cambridgesatchel.co.uk et au magasin de l’entreprise au 15 Shorts Gardens, Seven Dials, WC2H 9AT.

Le texte du communiqué issu d’une traduction ne doit d’aucune manière être considéré comme officiel. La seule version du communiqué qui fasse foi est celle du communiqué dans sa langue d’origine. La traduction devra toujours être confrontée au texte source, qui fera jurisprudence.

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