Barbour buys search ads to fight counterfeit goods

Barbour the British clothing manufacturer selling luxury goods including the iconic waxed jacket has taken steps to fight the flow of fake goods appearing at the top of search results.

Barbour the British clothing manufacturer selling luxury goods including the iconic waxed jacket has taken steps to fight the flow of fake goods appearing at the top of search results.

It has taken out paid adverts in Google. If you search for Fake Barbour, the top link directs you to the Barbour Official Sellers Site. The headline reads:

Don't Get Caught Buying Fakes, See Which Fake Websites To Avoid.

The next link points to Barbours Counterfeit Education site with a list of fake Barbour sites and information how to tell the difference between a real Barbour and a fake item.

The brand which was founded in the UK in 1894 sells a range of jackets coats, sweaters and other clothing. The wax jackets last for many years -- I've had mine for almost 20 years now and it is still waterproof. I'm in good company too. The Queen wears Barbour.

Brand innovation

"Protecting our customers and our brand is of paramount importance to us," says Steve Buck, managing director at Barbour. "We always advise customers to buy only from approved Barbour stockists and we believe that this approach will really help get the message across."

Barbour is leading the way with this initiative. Searches for other luxury brands such as Gucci, Versace, Ugg and Louis Vuitton show various results. Links include information how to spot a fake item but there are no links pointing to the brand web site.

It would be good to see brands that are also plagued with fake items flooding the market to adopt a similar approach. You wouldn't want your fake boots to be made with something that has been skinned alive would you?

With cheap fake goods, you often get what you pay for...

Image: Barbour

Related content: