Design as a guide for European consumers’ choices: between the success of the creative sector and the shadow of counterfeiting

Brussels – The design and aesthetics of a product influence the purchasing decisions of European Union citizens, and the counterfeiting of goods is dangerous for both health and the environment. This is the gist of the latest survey by the European Union Intellectual Property Office (EUIPO), according to which 72 per cent of European consumers consider a product’s design to be a decisive factor when deciding what to buy. Around a third (31 per cent) say that design is very or extremely important when purchasing a product, while half (50 per cent) of EU consumers appreciate good design. 

The survey highlights a significant willingness to pay more for design quality: almost three in four consumers (73 per cent) in the EU are willing to pay more for products with better design. Italy proves to be even more receptive to this trend, with 75 per cent of consumers willing to pay a higher price for a well-designed item. This trend is driven primarily by younger generations. Eighty per cent of young people aged between 18 and 24 attach fundamental importance to design, associating it with positive emotions and considering it a valid justification for a higher price. 

Design-led industries are not just a matter of style, but an economic pillar that generates over 16 per cent of the EU’s GDP and provides employment for around 28 million people. Small and medium-sized enterprises (SMEs) that choose to legally protect their designs reap direct benefits: they generate almost 30 per cent more revenue per employee than those that do not register their intellectual property rights. Despite this, only 1 per cent of European SMEs hold rights to registered designs to date. 

However, the success of European design has a “dark side”. Vulnerability to counterfeiting comes at a high cost: every year, losses are estimated at €12 billion in the clothing sector and €2.7 billion in the bags and jewellery sector across the EU. 

The impact of counterfeiting does not affect all countries in the same way, resulting in a pattern of economic damage that is particularly severe for the major European economies in the clothing, handbag, and watch sectors: at the top of the ranking is Germany with losses amounting to more than €3.3 billion, followed by Italy, where the counterfeit market costs legitimate businesses around €2.3 billion, split between clothing (€1.7 billion) and accessories (€640 million). France and Spain recorded significant losses, exceeding €2 billion and €1.2 billion per year, respectively. 

Consumer attitudes are particularly worrying: 13 per cent of Europeans admit to having deliberately purchased counterfeit goods, a figure that rises to 26 per cent among young people aged 15 to 24. In addition to the economic damage, the EUIPO warns that these products “can pose serious risks to consumer health and safety and to the environment, as well as funding organised crime networks.”

Towards greater protection

To counter these risks, EUIPO is promoting a legislative reform aimed at “modernising and simplifying design protection in Europe, making it more accessible and affordable.” With a single online application and a fee starting at €350, a business can obtain protection across all 27 Member States for up to 25 years. “European design is one of our greatest competitive strengths,” said João Negrão, Executive Director of EUIPO, emphasising that protecting creativity is fundamental to generating the growth on which the continent’s entire economy is based.