A recent survey by the European Union Intellectual Property Office highlights the growing value of authentic product design. Specifically, 72 percent of European consumers consider product design important, and 73 percent are willing to pay a premium for exceptionally designed products. This appreciation is particularly strong among younger demographics, with 80 percent of those aged 18 to 24 citing it as a key purchasing factor. This data confirms that a commitment to original aesthetics directly influences consumer purchasing decisions, which is also a good indicator for the craft sector.
The Vulnerability of Independent Makers
As original designs become more desirable, the threat of unauthorised copying increases, however. Counterfeit goods present a significant challenge for small creative businesses. The fashion and clothing industry loses an estimated 12 billion euros annually, while counterfeit handbags and jewellery cost genuine makers around 2.7 billion euros in lost sales every single year. Independent professionals are especially vulnerable, as they rely heavily on their unique creative output and often lack the extensive resources needed to monitor and fight intellectual property infringement.
photo: EUIPO