Under the Radar, Over the Counter: Goyard's Quiet Battle Against Fake Luxury

Goyard, the Parisian brand established in 1853 and still privately owned, has reportedly faced a surge in counterfeit bags flooding the market. The company refrains from advertising, avoids e-commerce sales, and maintains only a limited secondary market inventory. By opting out of conventional modern marketing strategies, Goyard has aimed to cultivate a sense of scarcity to drive demand. However, this approach has reportedly given rise to a surge in counterfeit products that are now filling the void.

The simplicity of the style of Goyard bags has made it easier for counterfeiters to go undetected. Unlike Hermès or Louis Vuitton, which employ more advanced and transparent authentication methods, Goyard keeps its authentication techniques largely confidential. As reported by The Fashion Law, Goyard has filed approximately 28 counterfeiting/trademark infringement lawsuits in U.S. Federal Court between 2014 and June 2025.  

Although Goyard has various trademark rights and registrations in the U.S, its silence in handling this dilemma is not uncommon. Other European brands typically favor a discreet approach to resolving litigation in the U.S., allowing them to concentrate their resources on strengthening brand authenticity and enhancing the customer experience.

Ultimately, Goyard’s understated approach to branding, while central to its prestige, has also left it potentially exposed in a market increasingly driven by counterfeits. This challenge threatens not only individual luxury brands, but also the integrity of the broader fashion and luxury retail industry.