According to a new survey by the European Union Intellectual Property Office (Euipo), nearly three out of four EU citizens are willing to pay more for better-designed products. This trend is particularly pronounced among younger consumers. The data reveals that 72% of European consumers consider design important when choosing a purchase, and 73% would be willing to pay a higher price for more aesthetically and functionally appealing proposals. In Spain, this percentage also reaches 73%.
The influence of design is even greater among young people aged 18 to 24, where 80% state it impacts their purchasing decisions. Sectors such as furniture and fashion stand out for the weight design carries in consumer value perception.
However, the commercial appeal of design increases its exposure to counterfeiting. Euipo warns that products imitating original designs generate millions in losses for European companies. In the apparel, jewelry, and handbag sectors alone, losses exceed 14 billion euros annually in the EU. In Spain, the economic impact surpasses 1.2 billion euros per year.
For Euipo's Executive Director, João Negrão, design is one of Europe's main competitive advantages, and its protection is essential to drive innovation, strengthen business competitiveness, and foster economic growth.
The rise of e-commerce and social media has fueled the spread of counterfeit products imitating the appearance of originals. Around 13% of Europeans admit to having deliberately purchased counterfeit products, a figure that rises to 26% among younger consumers (15-24 years old).
The fashion and apparel industry suffers estimated annual losses of 12 billion euros, while counterfeit handbags, jewelry, and watches generate losses of about 2.7 billion euros annually for legitimate manufacturers in the EU. In Spain, counterfeiting causes losses of 1 billion euros in apparel and 265 million in handbags, jewelry, and watchmaking sectors.
SMEs are particularly vulnerable to design infringement, as they often rely on a few distinctive designs and have limited capacity to enforce their rights. Furthermore, counterfeit products can pose serious risks to consumer health, safety, and the environment, as they often do not comply with safety and quality standards. The trade in counterfeit goods is also associated with organized crime networks and, in some cases, labor exploitation.
Design-based sectors represent a significant portion of economic activity and employment in the EU, employing around 28 million people and generating over 16% of the EU's GDP. Small businesses that register their designs generate nearly 30% more revenue per employee and pay wages that are 25% higher, although only 1% of EU SMEs hold registered design rights.
Euipo actively promotes the protection of designs, especially for SMEs, through financial support systems, advisory services, and enforcement tools. It also cooperates with Europol, Frontex, and police authorities to combat intellectual property crime.
The DesignEuropa Awards recognize outstanding designs and their creators, highlighting the importance of design protection and its contribution to culture and daily life. A recent legislative reform has simplified procedures and reduced costs for design protection in the EU.
Registering an EU design offers fast and cost-effective protection across the EU market through a single online application. The application fee starts at 350 euros, and registered designs are enforceable in all 27 EU member states, with a duration of up to 25 years.
