АВТОР: ПАВЛОВА А.
1. Useful Vocabulary:
street market уличный рынок
brand торговаямарка, брэнд
fake подделка, фальшивка
2. The text:
Walk into astreet market anywhere from Manila to Manchester, and someone will be selling T-shirts brandedwith the distinctive CK logo of Calvin Klein, the New York fashion designer.
If theprice is very low, the T-shirts are probably fakes. Calvin Klein, likemost other internationally-known fashion designers, has, for a long time, hadproblems with counterfeiters selling poor-quality merchandisebearing his brand name. Now he is doing something about it. “As the CalvinKlein brand has become well-known, we’ve seen a big increase in counterfeit activity”, says Gabriella Forte, chief executive of CalvinKlein. “The better-known the brand name, the more people want to rip it off”.
In the pastCalvin Klein took a relatively passive approach to the counterfeit problem. Thecompany has now got tougher by establishing a network of employees and externalspecialists to uncover copyright abuse.
The movebegan with a general change in corporate strategy whereby Calvin Klein hasaggressively expanded its interests outside North America.Calvin Klein has been one of the leading designers in the North American marketsince the mid-1970s. Now Calvin Klein is building up its fashion business inother countries. It has increased its investment in advertising, andrestructured its licensing arrangements by signing long-term deals wit partnersfor entire regions such as Europe or Asia,rather than giving licensing rights to individual countries. But as sales andbrand awareness have risen, Calvin Klein has become an increasingly populartarget for Asian and European counterfeiters, alongside other luxury brandssuch as Gucci, Chanel and Ralph Lauren.
The fakegoods, mostly T-shirts, jeans and baseball caps, not only reduce the company’sown sales but damage its brand image by linking it to poor quality merchandise.“You’d be amazed at how many people pay $5 for a T-shirt without realizing it’scounterfeit”, said one executive.
From The Financial Times
3. Provocative thinking:
1. Have youever bought a fake? If yes, what was that? Did you know it was a fake?
2. How cancommon people tell a fake from a real product?
3. Whatkind of industry has more fakes in the market?
4. In whatindustry counterfeiting has the worst effect on customers?
5. Whatmeans can you suggest to fight counterfeiters?
4. True or false, according to the article:
1. CalvinKlein has always been fighting counterfeiters.
2. Fakesproduce much more harm than just reducing company’s own sales.
3. The morepopular the merchandise is, the more problems the producers have withcounterfeiting.
4. CalvinKlein has been one of the leading designers in since the mid-1990s.
5. CalvinKlein policy is to give license rights to individual countries.
5. Fill in the prepositions if necessary:
1. It takesnearly half an hour to get ____ the centre of Moscow ____ my house.
2. He’sbeen known ____ one ____ the leading food producers____ 1960s.
3. Theproducts ____ this German company are widely known … Germany.
4. We cannot eave Peter ____ trouble – let’s do something ____ it!
5. Whatfantastic jeans you’ve got! I recognize ____ the style ____ Levi’s.
6. Match the words to their meaning:
1. restructure a. the symbol of thecompany or other organization
2. to rip off b. taking strongactions all over the world
3. licensing rights c. a large number of people ororganizations working together as a system
4. global offensive d. to sell illegal copies of abrand as if they are the real thing
5. a network e. a person who copiesgoods in order to trick people
6. logo f. plans of acompany to achieve its objectives
7. merchandise g. agreements which allow acompany to make and sell a registered product locally
8. copyright abuse h. to change the way somethingis organized
9. counterfeiter i.to copy somebody else’s work without permission
10.corporate strategy j. goods for sale
7. Match the word pairs from the text andcompose the sentences of your own using them.
1. distinctive a.quality
2. to establish b.its interests
3. to be c.in advertising
4. poor d.increase
5. to expand e.known
6. investment f.designer
7. fashion g.a fake
8. to damage h.a brand image
9. a big i. logo
10. internationally j.a network
8. Try to give an English definition to thefollowing words:
1. fashion – ____________
2. designer – ____________
3. brand – ____________
4. leader – ____________
5. licence – ____________
9. Find antonyms to the following words:
1. fake – ____________
2.well-known – ____________
3. to sell – ____________
4. general – ____________
5. to increase – ____________
10. Make up a dialog between:
1. A fashion designer and the counterfeiter of its production;
2. A counterfeiter and a police officer who duty is to catch thecounterfeiters;
3. A prominent fashion designer and a young talented but inexperiencedyoung designer.
4. 1. F; 2. T; 3. T; 4.F; 5. F
5. 1. from, to; 2. as, of, since; 3. of, outside; 4. in, about; 5. –, of
6. 1. h; 2. d; 3. g; 4. b;5. c; 6. a; 7. j; 8. i;9. e; 10. f
7. 1. i; 2. j; 3. g; 4. a;5. b; 6. c; 7. f; 8. h; 9. d;10. e
Compiled by Alyona Pavlova