Barbour launches Google campaign to crack down on illegal counterfeits
Barbour, the clothing brand famous for its iconic waxed jackets, has launched an internet campaign to help crack down on rogue traders who sell fake Barbour items online.
The company has partnered with search marketing agency, Search Laboratory, to develop a campaign across Google’s paid search network to educate people searching for the Barbour brand about the pitfalls of buying a counterfeit item.
Barbour produces over 130,000 hand crafted wax jackets each year and says the problem of illegal counterfeits is becoming harder to control as more people search and shop for products online.
Ian Harris, CEO, Search Laboratory, said: “Usually clients want to sell more of their products or services online, but Barbour is wholly focused on maintaining their reputation as a luxury lifestyle clothing brand and protecting their following from poor quality counterfeit merchandise which will inevitably disappoint the purchaser in the long run.
“It’s the first time I have seen a brand use search marketing in this way and we are really excited about what Barbour is trying to achieve with this innovative use of Pay Per Click marketing.”
Barbour is serving adverts via Google which promote the benefits of buying genuine goods over fakes and directing interested shoppers towards one of its 2000 registered stockists.
Steve Buck, managing director at Barbour commented: “Protecting our customers and our brand is of paramount importance to us.
“We always advise customers to buy only from approved Barbour stockists and we believe that this approach will really help to get that message across.”
