The Devil Trades Prada: It is estimated that the imitation of branded products costs the EU economy €16 billion every year, considerably damaging brand legitimacy - as exemplified by the case of Madrí beer. Bearing in mind that fashion and high-end products account for the largest share of counterfeit goods, how can the EU leverage advanced technologies, such as blockchain and product-tracking systems, to reduce the loss of profits in the retail sector and regain consumer trust?