Design is emerging as a decisive factor in the purchasing decisions of consumers in the European Union, at a time when European businesses and creators continue to face increased risks from counterfeit products.
According to new findings from the European Union Intellectual Property Office (EUIPO), 72% of European consumers consider the design of a product to be important when making purchasing decisions. About one in three, 31%, say that design is very or extremely important when buying a product.
The survey also shows that almost three out of four consumers in the EU, 73%, are willing to pay more for products with a better design, while half of consumers say they appreciate a good design result.
The importance of design for younger consumers is particularly strong. 80% of people aged 18 to 24 report that design significantly influences their purchasing decisions. Young people also appear more willing to pay higher prices for better-designed products and are more likely to associate it with positive emotions.
By industry, design seems to have a special emphasis on furniture and fashion. 76% of EU consumers consider it very important when buying furniture and 66% when buying clothing and accessories.
Although quality and price remain the main factors in the markets, design is increasingly shaping consumer preferences, especially among the younger generations. Its growing value, however, makes it more vulnerable to counterfeiting and unauthorized copying, primarily in sectors such as fashion, furniture, electronics, and other consumer goods.
EUIPO Executive Director João Negrão said European design is one of Europe's greatest competitive assets, shaping products that consumers trust, appreciate and use every day, while helping businesses stand out in the global market.
"Research confirms that consumers, and especially younger generations, recognize the value of a high-quality design. Protecting design gives creators the confidence to innovate and give businesses the competitive edge they need, thus contributing to the growth and competitiveness on which the European economy is based," he said.
Counterfeits hit fashion, jewellery and bags
Counterfeit and counterfeit products that replicate the appearance of genuine products have spread, mainly due to the growth of e-commerce and the influence of social media. Around 13% of Europeans report having deliberately purchased counterfeit goods, while the figure rises to 26% among consumers aged 15 to 24.
According to the EUIPO, the fashion and clothing industry, which is directly linked to design, is estimated to record annual losses of €12 billion in the EU. At the same time, counterfeits of handbags, jewellery and watches cost genuine manufacturers about €2.7 billion in lost sales every year.
In Cyprus, annual losses from counterfeit goods amount to €63 million. Of these, €49 million concern the clothing sector, €12 million in the jewellery and watches sector and €2 million in the handbag sector.
Small and medium-sized enterprises are particularly vulnerable to such breaches, as they often rely on a limited number of distinctive product designs and have less ability to monitor and enforce their rights.
In addition to the economic impact, counterfeit goods may pose risks to health, consumer safety, and the environment, as they often do not comply with quality and safety standards. Research also shows that counterfeit trade is linked to organised crime networks and, in some cases, labour exploitation.
Strategic Advantage for Businesses
Design-based industries account for a significant part of economic activity and employment in the EU. These businesses employ around 28 million people, representing 13% of employment in the Union, and generate more than 16% of the EU's GDP.
Studies by the EUIPO show that small businesses that register their designs have almost 30% more revenue per employee and pay almost 25% higher salaries compared to businesses that do not have registered intellectual property rights. Despite the benefits, only about 1% of SMEs in the EU hold registered rights for their designs.
The EUIPO promotes the protection and enforcement of design laws, with a particular focus on small and medium-sized enterprises. Relevant actions include financial support programmes such as the SME Fund, advisory services such as IP Scan, and enforcement tools such as the IP Enforcement Portal.
In parallel, the EUIPO works with organisations such as Europol and Frontex, as well as with Member States' law enforcement authorities, to tackle intellectual property crimes in the EU.
The Office also organises the DesignEuropa Awards, an EU design competition that highlights outstanding designs and their creators. The awards, which will be 10 years old in 2026, showcase Europe's design heritage and its contribution to culture, creativity and everyday life.
As part of a recent legislative reform to modernise European design legislation, simplified procedures, lower costs and more accessible protection are foreseen, including through new ways of representing innovative and animated designs.
EU design registration provides businesses with fast and cost-effective protection across the EU market, through a single online application to the EUIPO. The application fee starts at €350, while registered designs are valid and can be imposed in all 27 EU member states, with the possibility of renewal every five years for a period of up to 25 years.
