The luxury market is surely one of the most affected areas by the counterfeiting phenomenon. The presence of fake goods means very often a financial loss for companies, both in terms of reduced turnover, but also in terms of intangible losses (i.e. brand value reduction). This phenomenon has led companies, in the last years, to ask their New Product Development (NPD) division if and how it was possible to develop unique products, difficult or even impossible to replicate, and how to help customers in the identification of authentic goods versus fake ones. The authors propose a model to support fashion companies for developing anti-counterfeiting solutions since the NPD phases in order to deal with the effect of black and grey market and preserve their brand and products values.

• Gaetano Aiello(University of Florence)
• Romeo Bandinelli(University of Florence)
• Raffaele Donvito(University of Florence)
• Rinaldo Rinaldi(University of Florence)