Part of the St Patrick Group, Pronovias is a leading, premium bridal and eveningwear brand, operating in 35 countries and with over 3,800 sales points around the world – including flagship shops in New York City and London – as well as specialist wedding shops.
“As with many premium-priced brands, Pronovias faced the problem of counterfeit products coming in from China and other expanding economies. These were finding their way into the online marketplace through e-commerce and even being sold in bulk to mainstream retailers,” says Frederick Felman, chief marketing officer, MarkMonitor.
The legal team at Pronovias came to MarkMonitor for help with brand protection but delving deeper, found the problems they faced were more extensive than the counterfeiting they had first identified.
“Pronovias knew MarkMonitor could address the counterfeiters by reaching out to more internet channels than they could manage themselves, but an additional problem we highlighted was the extent of illegitimate advertising on search engines. Very often, people selling counterfeit goods buy keywords relating to legitimate brands and use this to intercept traffic or otherwise infringe that brand’s rights,” says Felman. “MarkMonitor is able to police this activity and work with the search engine operators to remove cases of infringement. As a consequence, MarkMonitor is able to help Pronovias to protect its brand throughout its value chain.”
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