Which makes no sense. You could guarantee that your product is authentic. That alone would boost sales for some people as they try to avoid fakes at all costs.
I think the cost of implementation at least in cotton products is hopefully turning into a mandatory cost of doing business. When u factor 5 of the biggest retailers calling you out and double checking the authenticity of your products as well as one of the retailers throwing you and your products from their stores. How much is your firms reputation worth? This firm lost 500 mill in market cap because of counterfeits. Hopefully the Stony brook parking lot is full of new customers.
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