Knocking Off the Knock-Offs

Companies are getting creative in responding to the knock-off challenge. How? The owner of 2 Red Hens, a small manufacturer of fashion-forward diaper bags/totes and related accessories, confessed to pursuing a new strategy to help grow business and get a jump on those who would copy design ideas. While at the Dallas market, this exhibitor told us she is looking into adapting, or “knocking off,” part of her own high-style luxury line at more moderate price points for one of the major “big box” retailers. And she's not the only manufacturer we met at market that's already doing or considering this strategy.

Design Ideas, Springfield, IL, has knocked off its own Gel Gems line with a “dumbed down” version it sells to discounters. “Hey, if you don't knock yourself off, somebody else will,” quipped Sarah Bjelland, regional sales manager.

Greeting card and stationery manufacturer, MJzoom also confided to us that the company is knocking off its own, very successful Moments-to-Go product. MJzoom's Jim Fleming noted that the company is adapting it to sell at a lower price point through a different chain of distribution than its regular stationery lines. The “self knock-off” version won't have all the whistles, bells and refinements of the regular gift line.

Cosmetic bag and travel accessories manufacturer Stephanie Johnson takes a slightly different approach. In order to reach a wider consumer audience, Johnson introduced two new collections with the stylish looks she's known for, but executed without all the detailing of her high end collections. The practical bags are useful for carrying life's little necessities. They'll also mix and match with some of the higher end patterns.