In a decisive move against counterfeiting, Gucci, the luxury brand under the Kering umbrella, has initiated legal proceedings through its American arm, Gucci America Inc. The fashion powerhouse filed multiple complaints in a New York court, targeting leading American retailers involved in the alleged marketing and sale of counterfeit Gucci products. In an official statement, Gucci affirms its commitment to customer protection, stating, «Following an extensive investigation, Gucci has taken legal action against Lord & Taylor, Sam’s Club, and Century 21 for their role in marketing and selling counterfeit Gucci products.»
Reaffirming its dedication to shielding customers from counterfeit threats, Gucci filed separate complaints against Lord & Taylor, Sam’s Club, and Century 21. The brand asserts that its investigators purchased products bearing the Gucci label from these retailers’ websites, subsequently confirming the products as ‘non-authentic.’
Lord & Taylor, established in 1826 and acquired by the Saadia group after declaring bankruptcy in 2020, is the oldest American department store chain. Sam’s Club, a members-only retail warehouse chain owned by Walmart, and Century 21, known for offering discounted branded clothing, are influential players in the American fashion market, underscoring the gravity of Gucci’s allegations.
As reported by The Fashion Law, Gucci’s legal action encompasses lawsuits for counterfeiting, trademark infringement, unfair competition, and false origin against the accused retailers and other entities involved, seeking injunctions and damages.
Amidst recent leadership changes with Jean-François Palus at the helm and Sabato De Sarno as creative director, Gucci is strategically evolving. The brand is steadfast in repositioning efforts within the high-end segment, undergoing significant restructuring of its sales network for over a year. This includes streamlining its reseller channel, with products now primarily marketed through boutiques and select authorized retailers. This strategic shift reflects Gucci’s heightened vigilance in safeguarding brand integrity amidst the proliferation of counterfeit products.
This legal action follows a similar move in 2021 when Gucci, in collaboration with Facebook, filed a lawsuit in California against an individual suspected of using the social media giant’s platforms to sell counterfeit Gucci merchandise.
