Case Study | Lipsy Protects Consumers from Counterfeits & Safeguards High-Value Celebrity Partnerships with Incopro
Sheena Yonker shares how Brand Protection is core to protecting the Lipsy girl from counterfeits and safeguarding the exclusive celebrity partnerships that the brand has worked hard to secure.
Lipsy, part of NEXT PLC, is a young women’s clothing brand that brings the hottest trends to the market. Whether customers are looking for an everyday casual look or the most glamorous evening wear, Lipsy has it.
Lipsy also loves to engage customers with the latest ranges created with celebrities they love. Over the years the company has collaborated with stars like Ariana Grande, Michelle Keegan and the Kardashians to name a few on marketing campaigns that have created a buzz around new launches.
About Sheena Yonker
Brand Protection Manager, Lipsy
Sheena develops and maintains the Lipsy’s brand protection strategy, working with external partners to help delist infringements, take down fraudulent sites, and help to ensure brand integrity from criminal activity.
Protecting copyright on images
“The images from our celebrity campaigns are an integral asset for us, particularly online where they drive visitors to our site,” explains Sheena. “We’ve had fantastic success working this way – our recent campaigns with Abbey Clancy accelerated sales.”
“It’s a double-edged sword though. The problem you have when you work with well-known people is that bad actors will take the images you are producing and use them to drive traffic to their own e-commerce websites and counterfeit products.”
“We don’t want that to happen. We want to do everything we can to ensure the people we work with are well represented and we don’t want those relationships tainted by their images being used in unauthorized ways.”
“Ultimately, we want to direct our customers to authentic channels by ensuring that stolen or manipulated images aren’t being used to drive them towards counterfeit sales or phishing sites.”
“We are passionate about this at Lipsy. We want our customer base to be confident that what they are wearing is genuine, high-quality, safe and ethical, as counterfeits are often produced in unsafe, exploitative working environments.”
“We want to do everything we can to ensure the well known people we work with are well represented and we don’t want those relationships tainted by their images being used in unauthorized ways.”Sheena Yonker, Brand Protection Manager, Lipsy
Working with Incopro
For the past two years, Lipsy has been working with Incopro to help identify copyright infringing images across marketplaces, domain name websites and social media.
“We’d used a couple of other providers to help us identify misuse of our celebrity and campaign images, but we weren’t getting the results we wanted,” says Sheena.
“When we discovered Incopro the game changed. We were won over by the technology. Talisman [Incopro’s Brand Protection platform] is an incredibly powerful solution with advanced image matching that has capability and scalability that far exceeds anything else we had used before.”
Making the most of Network Analysis
Lipsy also uses Incopro’s Network Analysis module to identify networks of infringing entities across channels such as websites, marketplaces, and social media and matching them against online and offline identifiers.
“The Network Analysis module has become important to us,” says Sheena. “Before, we might have seen a single seller presence on a marketplace. When you have Network Analysis, you can also quickly see if the seller you have identified is infringing your brand on Facebook, Instagram, websites, or even through physical stores.”
“This is changing how we work and think. We no longer see the value of continually taking down hundreds of seemingly separated listings. We want to see how networks connect and strike at their core.”
“Incopro’s technology enables us to do that. Ultimately, this is what helps us to protect our brand and keep searches safe and clean for our customers.”
“When we discovered Incopro [a Corsearch company] the game changed. We were won over by the technology. Talisman [Incopro’s brand protection platform] is an incredibly powerful solution with advanced image matching that has capability and scalability that far exceeds anything else we had used before.”Sheena Yonker, Brand Protection Manager, Lipsy
Working in partnership
Aside from technology, Sheena says that Lipsy has been impressed by working with the Incopro team.
“Working with Incopro is not just about technical capability,” says Sheena. “Over the past few years, the Incopro team has proved to be very professional, customer-focused and adaptable with a great legal foundation. We have a great working partnership.”
Recently, this partnership has come to the fore in response to crisis.
“I was furloughed during the first wave of Covid-19 restrictions. When I returned to work, I could see that the Incopro team had not just kept our Brand Protection program ticking over. They had gone the extra mile and had exceeded targets and expectations.”
By taking a strategic and comprehensive approach to Brand Protection, Lipsy has achieved tangible results across priority channels and a lasting reduction in brand abuse.
“We have achieved 98% compliance on marketplaces (October 2020) – rising to 100% on key platforms Allegro (Poland) and Buyma (USA). Since the start of our partnership with Incopro, we have also prevented up to US$1,231,421 in lost sales by enforcing against high-risk listings and removing infringing stock.”
Examples of infringing content discovered by Talisman
“I recommend Incopro to my peers in the Brand Protection industry because they have really standout technology on the market. They are also always highly professional, adaptable and focused on my needs as a customer. If you’re looking for a true Brand Protection partner, Incopro [a Corsearch company] has the complete skillset you need.”Sheena Yonker, Brand Protection Manager, Lipsy
Partner with a company that enables you to protect consumers and business stakeholders from digital risk
Talisman systematically scrapes the internet using machine learning technology and is able to discover infringement across websites, marketplaces, social media, paid search, and more.
For Lipsy, Talisman’s capability to uncover the true scale of online brand misuse and prioritize high-risk infringements has been critical to protecting consumers from counterfeits and safeguarding exclusive celebrity partnerships.
Whether you’re a midsize organization or a Fortune 500 enterprise, our Brand Protection solutions give you the confidence that your business and consumers are fully protected online. Request a demo from one of our experts to find out why Incopro is the right choice for you.
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