Design drives consumer choice across the EU as counterfeit risks persist – InfoCons Consumer Protection for Intellectual Property Informs You !
- Nearly 3 out of 4 EU consumers are willing to pay more for products with better design, according to a new EUIPO survey.
- Product design is particularly appreciated by younger consumers.
- Design is also highly valued in Romania: 75% of consumers are willing to pay more for products with superior design.
- Design-intensive sectors are especially vulnerable to counterfeiting, with estimated annual losses reaching EUR 12 billion in the clothing sector and EUR 2.7 billion in the handbags and jewellery sector. In Romania alone, counterfeit products generate losses of more than EUR 330 million in these sectors.
- Design protection helps combat counterfeiting and unauthorized copying while strengthening the EU’s competitiveness on the global market.
According to new findings from the European Union Intellectual Property Office (EUIPO), product design plays a decisive role in consumer purchasing decisions across the European Union. However, as design becomes increasingly important in consumer choices, European creators and businesses face growing risks related to counterfeiting.
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The results of a new EU-wide survey show that 72% of European consumers consider product design important when deciding what to buy. Approximately one-third (31%) say that design is very important or extremely important when purchasing a product. In addition, half of EU consumers appreciate high-quality design, while nearly 3 out of 4 (73%) are willing to pay more for a product with better design.
Design matters especially to younger consumers: 80% of those aged 18 to 24 say it is an important factor in their purchasing decisions. Young consumers are more willing to pay higher prices for better-designed products and are more likely to associate design with positive emotions.
At sector level, the data show that design has a particularly strong influence in the furniture and fashion industries, with 76% of EU consumers considering it very important when purchasing furniture and 66% when buying clothing and accessories.
Although quality and price remain the most important purchasing factors, design plays a significant role in shaping consumer preferences, particularly among younger generations.
The value of design also makes it vulnerable to counterfeiting and unauthorized copying, which remain widespread across key sectors such as fashion, furniture, electronics and other consumer goods.
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EUIPO Executive Director João Negrão stated:
“European design is one of our most important competitive assets. It shapes the products we trust, value and enjoy every day, while helping businesses stand out in the global marketplace. As research confirms, consumers, especially younger generations, recognize the value of quality design. Protecting designs gives creators the confidence to innovate and provides businesses with the competitive advantage they need – generating the economic growth and competitiveness on which Europe’s economy depends.”
Counterfeiting: A Threat to European Design
Counterfeit products that imitate the appearance of original products have become increasingly widespread, fuelled by the growth of e-commerce and the influence of social media. Approximately 13% of Europeans admit to intentionally purchasing counterfeit products, with the figure rising to 26% among young consumers aged 15 to 24.
According to EUIPO data, the fashion and clothing industry, which is closely linked to design, suffers estimated annual losses of EUR 12 billion. Counterfeit handbags, jewellery and watches account for annual sales losses of approximately EUR 2.7 billion across the EU for legitimate producers. In Romania, counterfeiting causes annual losses of EUR 256 million in the clothing sector and EUR 75 million in the handbags, jewellery and watches sector.
SMEs are particularly vulnerable to this type of infringement, as they often rely on a small number of distinctive designs and have limited capacity to monitor and enforce their design rights.
Beyond the economic impact, counterfeit products can pose serious risks to consumer health, safety and the environment because they fail to comply with safety and quality standards. Research also shows that trade in counterfeit products is linked to criminal networks and, in some cases, labour exploitation.
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Design as a Strategic Business Asset
Design-intensive industries represent a substantial part of economic activity and employment in the European Union. They employ approximately 28 million people, representing around 13% of total EU employment, and generate more than 16% of EU GDP.
EUIPO studies also show that small businesses that register their designs generate nearly 30% higher revenue per employee and pay almost 25% higher salaries than companies that do not hold registered intellectual property rights. Despite these benefits, only around 1% of EU SMEs own registered design rights.
EUIPO actively promotes the protection and enforcement of design rights, particularly for SMEs. This includes financial support schemes such as the SME Fund, advisory services including IP Scan, and enforcement tools such as the Intellectual Property Enforcement Portal.
In addition, EUIPO works closely with organizations such as Europol and Frontex, as well as with law enforcement authorities in Member States, to combat intellectual property crime throughout the EU, including through large-scale coordinated actions targeting counterfeit products.
EUIPO also organizes the DesignEuropa Awards, an EU-wide design competition that recognizes outstanding design creations and their creators, from established pioneers to emerging innovators, while highlighting the importance of protecting designs.
The awards, which will celebrate their tenth anniversary in 2026, also showcase Europe’s rich design heritage and its significant contribution to culture, creativity and everyday life.
A recent legislative reform modernizing EU design law has simplified procedures, reduced costs and made design protection more accessible, including 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 online application submitted to EUIPO. The filing fee starts at EUR 350.
Registered European Union Designs are valid in all 27 EU Member States and can be renewed every five years for a maximum period of 25 years.
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About EUIPO – The European Union Intellectual Property Office
The European Union Intellectual Property Office (EUIPO) is one of the largest decentralized agencies of the European Union, headquartered in Alicante, Spain, since its establishment in 1994.
EUIPO manages the registration of EU trademarks, EU designs and geographical indications for craft and industrial products, all of which are intellectual property rights valid across the 27 EU Member States.
EUIPO also carries out cooperation activities at both EU and international levels to help create a level playing field in the field of intellectual property and is responsible for the European Observatory on Infringements of Intellectual Property Rights. In 2025, EUIPO was ranked as the world’s most innovative intellectual property office.
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