Counterfeits cost the European economy billions of euros every year, with the fashion industry suffering the greatest losses.
According to new findings from the European Union Intellectual Property Office (EUIPO), design is emerging as a key factor in consumers’ purchasing decisions, while also increasing businesses’ exposure to counterfeiting and copying.
The results of a new EU-wide survey show that 72% of European consumers consider product design important when making purchasing decisions. About one-third (31%) say that design is very or extremely important when buying a product. Furthermore, half of EU consumers appreciate good design, while nearly 3 in 4 (73%) are willing to pay more for a product with better design, according to the survey.
Design is particularly important to younger consumers: 80% of people aged 18 to 24 say it significantly influences their purchasing decisions. Young people are also more willing to pay higher prices for products with better design and are more likely to associate it with positive emotions.
When examining various sectors, the data shows that design plays a particularly important role in the furniture and fashion sectors, as 76% of EU consumers consider it very important when buying furniture and 66% when buying clothing and accessories.
Although quality and price remain the most important factors influencing purchases, design plays a role in shaping consumer preferences, particularly among younger generations.
However, its value also makes it vulnerable to counterfeiting and unauthorized copying, which remain widespread in key sectors such as fashion, furniture, electronics, and other consumer goods.
EUIPO Executive Director João Negrão stated: “European design is one of our greatest competitive advantages. It shapes the products we trust, value, and enjoy every day, while helping businesses stand out in the global market.
Research confirms that consumers, and especially younger generations, recognize the value of high-quality design. Design protection gives creators the confidence to innovate and provides businesses with the competitive edge they need, thereby contributing to the growth and competitiveness on which the European economy relies.”
Counterfeits threaten European design
Counterfeit and imitation products that mimic the appearance of genuine products have become widespread as a result of the expansion of e-commerce and the influence of social media.
About 13% of Europeans report that they have intentionally purchased counterfeit or imitation products, a figure that rises to 26% among younger consumers aged 15–24.
According to EUIPO data, the fashion and apparel sector, which is closely linked to design, is estimated to suffer annual losses of 12 billion euros, while counterfeit handbags, jewelry, and watches cost genuine manufacturers approximately 2.7 billion euros in lost sales each year across the EU.
In Greece, counterfeiting causes annual losses of 267 million euros in the clothing sector and 76 million euros in the handbag, jewelry, and watch sectors.
SMEs are particularly vulnerable to this type of infringement, as they often rely on a small number of distinct design products and have limited capacity to monitor and enforce their design rights.
Beyond the economic impact, counterfeit and pirated products may pose serious risks to consumer health and safety and to the environment, as they often do not comply with safety and quality standards. Research also shows that the trade in counterfeit and pirated goods is linked to organized crime networks and, in some cases, to labor exploitation.
Design as a strategic business advantage
Design-based industries account for a significant share of economic activity and employment in the EU. These businesses employ approximately 28 million people, accounting for about 13% of EU employment, and generate over 16% of the EU’s GDP.
Further studies by the EUIPO show that small businesses that register their designs generate nearly 30% more revenue per employee and pay wages that are nearly 25% higher compared to those without registered intellectual property rights. However, despite these benefits, only about 1% of SMEs in the EU hold registered design rights for their products.
The EUIPO actively promotes the protection and enforcement of design rights, particularly for SMEs. These actions include financial support programs, such as the SME Fund, advisory services, including the IP Scan service, and enforcement tools, such as the IP Enforcement Portal.
In addition, EUIPO works closely with other agencies, such as Europol and Frontex, as well as with Member States’ law enforcement authorities, to combat intellectual property crime across the EU, including large-scale coordinated actions targeting counterfeit and pirated goods.
EUIPO also organizes the DesignEuropa Awards, an EU design competition that highlights outstanding designs and their creators—from established pioneers to emerging innovators—while reinforcing the importance of design protection. The awards, which will celebrate their 10th anniversary in 2026, also highlight Europe’s rich design heritage and its significant contribution to culture, creativity, and everyday life.
As part of a recent legislative reform to modernize EU design law, simplified procedures, lower costs, and makes design protection more accessible, including through new ways of representing innovative and animated designs.
Registering an EU design provides businesses with fast and cost-effective protection across the entire EU market through a single application filed electronically with the EUIPO. The application fee starts at 350 EUR. Registered EU designs are valid and enforceable in all 27 EU member states and can be renewed every 5 years for up to 25 years.