Jovani Fashions Takes Action to Protect Brand

A leader in the world of designer dresses, Jovani prides itself on having impeccable quality when it comes to the design, production and distribution of their unique dresses. As a result of their popularity, a market for imitation and counterfeit dresses has unfortunately affected some of their customer base looking to have the Jovani experience. Knowing that there are unauthorized retailers who have found a way to fool customers wanting authentic gowns is disappointing to The company, as well as its affiliates who do provide legitimate pieces. Consequently, the fashion house is taking strides to protect both their customers and the brand.

In order to limit unauthorized retailers from affecting more customers, Jovani is developing an accessible system to verify authorized retailers on their website, along with other anti-counterfeiting initiatives. While it is still in the planning stages, provides an authorized retailer search engine for both U.S. and international customers. Customers can also email consumerprotection(at)Jovani(dot)com to confirm if a retailer is authorized but not listed on the “Where to Buy” section of the website.

Selling to over 3,000 retailers worldwide, the family-owned fashion house has continued to fulfill their goal in creating designer evening dresses that cater to women of all ages. As Jovani increases its visibility on the world stage, they have become a go-to designer for celebrities like Natalie Cole, Miranda Lambert and Carrie Underwood. Unauthorized retailers go to great lengths to benefit from the Jovani name, including taking photos from the official website and altering the image by cutting off the heads of models or even blurring out faces to bypass copyright infringement. These images may be the same, but when customers receive their perceived authentic gown, the quality differences and workmanship are incomparable. The last thing Jovani wants is to have their customers and reputation negatively affected by the illegal activities of others.

While Jovani is taking strides to stop counterfeit and imitation dresses, they suggest that customers look for signs to determine if a retailer is authorized to sell Jovani gowns before buying. A key sign for imitations are suspiciously low prices. Jovani dresses are consistently priced across all authorized dealers, so if a dress is too low in comparison with other retailers, it is likely a fake. Jovani prides itself on making the highest quality garments, and the price tag reflects the workmanship and materials used to create it. Lower quality pieces that either do not resemble those photographed or do not have Jovani tags are most likely unauthentic. Other signs to look for include misspellings of the “Jovani” name on labels and advertising, as well as not enough customer service information on the “Contact Us” page of the retailer’s e-commerce website. If customer service information such as a phone number and address is missing, there is a possibility that it is not a legitimate dealer.

With these tools to stop counterfeiting in place, Jovani hopes that more customers will be able to bypass unauthorized retailers and gain an authentic Jovani experience--one that insures quality designer dresses for women who want to make their occasion a little more glamorous.


Jovani Fashions is a New York-based fashion house that designs and manufactures luxurious evening dresses and couture gowns. The world-renowned brand sells to over 3,000 specialty stores worldwide, including major department stores such as Neiman Marcus, Nordstrom and Bloomingdales. Jovani offers an extensive collection of evening gowns, bridal and chic cocktail dresses, in addition to their embellished couture designs. Jovani dresses are a favorite among A-list celebrities and editors, and they can be seen all over the red carpet and inside the pages of high-fashion editorials.

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