Counteracting copycats
As Thomas Sabo’s managing director for the United States and wholesale director for North America, Erwin Wieser is in charge of growing the brand in what is considered the largest consumer goods market in the world. Competition is good, he says, helping to drive innovation to remain relevant to a loyal and growing consumer base, as well as to present retailers with a tried-and-true brand.
“It’s very important for retailers to have new and exciting products, but it’s even more important to have stability,” he says. “They need a brand they can count on to do a certain amount of turnover year after year. That way, they can plan and budget their business for the whole year.”
Protecting a brand’s integrity is also a necessity, particularly with copycat product so easily purchased online and pushed on unsuspecting browsers.
As part of its efforts to reach consumers, Thomas Sabo revamped its website last year, overhauling its e-commerce capabilities to optimize navigation and provide access to more than 2000 items of jewellery and watches. The company’s online efforts also include ensuring consumers purchase true Thomas Sabo product.
“We spend an enormous amount of money protecting our brand on search engines and making sure copycat websites don’t pop up every time someone researches Thomas Sabo,” Hazan explains. “We’re really investing in protecting the brand’s identity and making sure our partners also benefit from it.”
