DWM - 2010 - Jan/Feb

Volume 11, Issue 1 - January/February 2010

Guest Column

Secret Weapons That Conquer Counterfeits
by Michael Myers

Unregulated medication, imposter designer clothes and even knockoff building products are reaching epidemic proportions in today’s market. A recent Gallup survey discovered that one in five Americans bought knockoffs. According to Consumer Reports, fraudulent goods cost American businesses up to $250 billion a year in sales. Fraudulent and illegally replicated products are a problem businesses have to face.

Recently our company, Johnson Hardware, manufacturer of pocket door hardware, learned our products were being replicated and sold under the Johnson Hardware name. Customers of the fraudulent products realized a stark difference between the products of ours they purchased and the fraudulent ones.

“The inauthentic hardware does not operate as smoothly or quietly as authentic Johnson Hardware products do. Companies that produce and sell replicas of our hardware do not rigorously test the hardware or demand that it meet the same high-quality standards we ensure our products meet,” says Steve Johnson, our vice president.

Ensuring You Don’t Have a Fake
To identify genuine products from counterfeits, look for die stamps of the suppliers’ name on products. At our company, we stamp our name on our products so our customers know they have quality hardware that will not fail. Look for other markers associated with the supplier on packaging, instruction sheets and other collateral.

Another important way to dodge using knockoff products is to educate yourself about industry standards. Most companies can set their products apart from phony ones through rigorous product tests, meeting and exceeding industry standards. For example, our products are tested to exceed tough ANSI standards. For commercial-grade hardware, we complete more than 100,000 cycles of opening and closings. Residential grades complete more than 35,000 open and close cycles to go above and beyond ANSI standards and to ensure smooth, quiet, effortless functionality year after year.

“Customers will know when they have an authentic Johnson Hardware product because our products have been tested to operate properly,” Johnson affirms. Be familiar with guarantees and warranties offered when purchasing products. Counterfeit products generally do not come equipped with guarantees. Our Johnson products are backed with a lifetime guarantee and a promise to replace any item found defective in material or workmanship, no matter the date of purchase.

No matter what product you are in the market for, it is extremely important to learn what benefits, guarantees and the level of testing each manufactured good is backed by. Whether you are looking to install a new pocket, sliding, bypass, folding or wall-mounted door, or simply replacing parts, be sure to check for the name stamped into the face of the hardware. Doors will operate effortlessly and provide years of trouble-free, stable access.

Take steps such as these to guarantee the purchase of authentic products:

• Inspect labeling and misspellings. Is the logo crooked or the colors different from what you remember?

• Check for broken safety seals and low-quality packaging.

• Deal with reputable retailers or contractors.

If you feel you have purchased a counterfeit product, contact the product’s manufacturer. Most manufacturers will assist in identifying if the purchased product is genuine.

Michael Myers serves as marketing director for L.E. Johnson Products. Mr. Myers’ opinions are solely his own and do not necessarily reflect those of this magazine.