Gucci, the luxury brand owned by the Kering group, is once again demonstrating its commitment to fighting counterfeiting. Gucci America Inc, the company’s American subsidiary, has recently filed complaints against several prominent American retailers for allegedly selling counterfeit Gucci products. Lord & Taylor, Sam’s Club, and Century 21 are among the retailers named in the complaints, following a thorough investigation that confirmed their involvement in the sale of counterfeit goods.

Gucci is dedicated to protecting its customers from both retailers and resellers who profit from the sale of fake products. The brand has filed separate complaints against the accused retailers, providing evidence that its investigators purchased items labeled as Gucci from their websites, only to later confirm that they were not authentic.

The fact that major players in the American fashion market are implicated in these allegations underscores the seriousness of Gucci’s claims. Lord & Taylor, the oldest American department store chain, established in 1826 and declared bankrupt in 2020, was acquired by the Saadia group. Sam’s Club, a members-only retail warehouse chain owned by Walmart, and Century 21, a renowned discount department store in New York, are also involved.

The accused retailers have responded differently to Gucci’s allegations. Lord & Taylor’s legal representation acknowledged the sale of counterfeit goods, but has yet to respond to Gucci’s attempts at communication. Century 21, initially unaware of the counterfeit nature of the items, has vowed to remove them from sale and conduct an internal investigation. Sam’s Club, on the other hand, promptly removed the counterfeit products from its stores and website and provided Gucci with information about the suppliers involved.

Gucci has filed lawsuits against the accused retailers and other entities involved, claiming counterfeiting, trademark infringement, unfair competition, and false origin. The luxury brand is seeking injunctions and damages as part of its legal action. This move is in line with Gucci’s strategic evolution, as the brand aims to reposition itself in the high-end segment. Over the past year, Gucci has been restructuring its sales network, with a focus on streamlining its reseller channel. The brand primarily markets its products through its own boutiques and a select group of authorized retailers. This shift reflects Gucci’s heightened vigilance in protecting its brand integrity and combating the proliferation of fake products.

This is not the first time Gucci has taken legal action against counterfeiting. In 2021, the brand joined forces with Facebook to sue an individual suspected of using the social media platform to sell counterfeit Gucci merchandise. With Jean-François Palus at the helm as the company’s leader and Sabato De Sarno serving as creative director, Gucci is determined to safeguard its brand and customers from the detrimental impact of counterfeit sales.

Useful links:
1. Gucci Official Website
2. StopFakes.gov (U.S. Government’s official website on intellectual property rights)