The advantages and disadvantages of your own brand

Yes it's Friday again so it's time for my weekly blog. Last week there was no blog of mine, because then an ATFriend spoke again. And this week it is my turn again and I would like to take you into the pros and cons of having your own brand.

The benefits probably speak for themselves. And especially if it goes well. Then you have energy for ten, it doesn't matter if you have to work extra, your success is visible and tangible, you feel proud when you see someone walking with an ATF shopper, your staff is happy, there is a nice atmosphere office, etc etc.

But it's not just fun. Because with the increasing popularity of All-time Favorites, the disadvantages also come to the fore. Because ATF is becoming better known, is also noticed by other companies and they see money in our success. As a result, my bags are being copied again this summer. Weather. That comes hard every time.

That may sound a bit exaggerated, but it touches my heart. I have worked so long to build my own big bag brand. And if somebody is upset about it, it feels like you're personally upset about me. I really have to make sure that I don't respond primitive. Fortunately my business coach Ole always puts me back on the ground. When I told him this week that we were copied AGAIN, his answer was, "What about the sale?" I answered "good". And then he said again: "Look here it is about Brech, the competition is just jealous and we are pounding through - game set match!" And we certainly do that.

It keeps me sharp and motivates me to keep innovating. Because, not the least in fashion ever said:

If you want to be original, be ready to be copied. (Coco Chanel)

And you? are you going for the copycat or the one and only original ATF?

Love, Brechje

Here are some examples of copycats:




after apers

copy of ATF

6 copy

fake ass


Hi Brechje,
How bad🤔, but also a mega compliment. And if you want a bag that you want to enjoy for years, then you go for the one and only. (And for many of us that means we have more than one😉)

Good luck in Spain with everything you will do there!

Gr. Myrte

Myrtle June 22th, 2019

The saying "better copied than poorly invented" is not even valid here. What ugly counterfeit bags. I understand that it touches your heart, but I'd rather buy a real ATF bag than being spotted with such a fake thing! My gray Stars is so much more beautiful than that ugly thing in the photo. Real fans go for your bags !! Success Brechje 💪🏼💪🏼

Astrid Nijhuis June 22th, 2019


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