INTERVIEW
for imitators . However , the pursuit for cheaper versions of expensive brands leads to counterfeit issues , and Smiffys has its market cornered as a trusted business : “ People are now copying products and importing them straight from China . We ’ ve done some press releases about counterfeiting and were recently on Fake Britain – a consumer rights TV show in the UK – talking about issues of safety around such items .”
“ Brand is something we ’ ve spent years building up in terms of awareness . Consumers trust brands . We try really hard to impart our values . We ’ re very ethical in the way that we trade and invest heavily in trying to exceed safety compliance , especially in children ’ s costumes .”
All of Smiffys ’ manufacturing is done in China , operating within 15 key factories , some of which it has been trading with for 20 years . The costumes and wigs continue to be made by hand to ensure high standards are adhered to , and third parties are sent in to perform spot
10 March 2016