Summary: From this article, we learn about fashion industry is experiencing a new set of brand protection issues, which makes supply chain grow more complex and segmented. Today, counterfeiting has had an extensive impact on fashion brand with technological advancements. In the next blog, we will present an interview with brand owner: Lotto and demonstrate how these brand work on brand protection. According to the IPR Seizure Statistics in 2014, wearing apparel and accessories continue to be the No.1 commodity classification based on number of seizures. Fashion industry, billions of global enterprise dedicated to make and sell clothes each year. The prevailing trend in the fashion and luxury sectors is diversification into emerging markets. Movement into growing emerging markets represents a great opportunity for fashion or luxury brands, but that opportunity comes with risks. Nowadays, China is still by far the world’s largest producer and supplier of counterfeit goods. Many of those goods are produced for export, and Chinese consumers of high-end goods are said to place a great premium on authenticity. However, there are many notorious physical marketplaces for counterfeit goods in China, in addition to domestic online sales. E-commerce brings a whole new set of brand protection issues, which makes supply chain grow more complex and segmented. In this article we like to discuss about the current situation, the effects of counterfeiting in fashion industry as well as the problems & industry trend in the coming 5 to 10 years.