Nice that you are here again and want to read my weekly blog about what comes my way when running All-time Favourites. 99% percent of the time, I absolutely love doing what I do. Jumping between the Netherlands, Spain and Germany, coming up with new collections, trying to bring fame to my brand. I put all my passion and energy into it and for good reason: ATF is growing and flourishing!
But....1% of the time it does feel like work. It costs me more energy than it yields and I just don't like it. Every year I dedicate a blog to this same topic, because every year I find myself in the same boat. A few years ago I wrote about the pros and cons of having your own brand. Because another copy-cat had emerged, a counterfeit ATF so to speak. In that blog I listed all the copies of All-time Favourites that had ever been made. I also wrote a blog two ATF copies: the Patty Brard X Kruidvat.
So here we are again. Fortunately, I can say with confidence that the copies, I should say counterfeits, are never more beautiful than my beauties, my originals! They are always weak copies of All-time Favourites. But it still bothers me. I now know how to deal with it well in business terms. I don't let it distract me too much and I work with good lawyers who advocate for ATF. But as a human being it always hurts me. That may sound a bit exaggerated to you, but it's true. In January 2015, I opened my web shop and launched my first collection and it has cost me so much time, effort and money to get where we are now!
I put so much work into designing and producing that very first tote bag, and into developing new totes and collections every year. Along the way, I have added zippers, side pockets, a bigger zipper, another pocket, and so on. So much attention to detail, like the special straps so that the bags do not slip off your shoulder, the snaps to close the bag if it is too full for the zipper, the drawstring inside to click on your toiletry bag, or to take it out so that you can use the toiletry bag can be used as a clutch. And when someone sends my bag, completely finished as it is now, to a factory and quickly copies "our entire story and concept", and thinks they can take the short cut, I think that is just nasty. How can they be proud of themselves at all?
And worst of all, I know many of the copy cats personally! These are (except for Kruidvat and Big Bazaar) people I know. People who I welcomed to my showroom in Amsterdam, who I sat at the table with, who drank coffee with me, who purchased my collection for their own store(s). People who know which prints score best. People who know exactly why their customers came back to their store for ATF and what the very best features of the shoppers and accessories are.
And then, the anger subsides. I know that ATF is not hurt by this, and that the copy cats have a short existence. And, ABOVE ALL, I remember we have real fans like you who want the one and only ATF shoppers. Moreover, it keeps me sharp and focused to come up with something new. The new summer collection will be online at the end of March. And it's crazy, I promise you!
Thank you for your loyal love for All-time Favourites! And that you always point out copy cats to me! Just like these 2 below!
Love Brechje
