EUIPO data is clear: European customers care about product looks!

Lately, the aesthetic discourse is everywhere. But it’s not limited to TikTok outfit checks and Pinterest mood boards of the chronically online. According to new data from the EU Intellectual Property Office (EUIPO), design now directly dictates how Europeans spend their cash. And if you think your product’s design is just a “nice to have,” you might be leaving serious money on the table.

Traditionally, Europeans are thought to be practical and frugal. Blinded to beauty by the comfort of their Lidl socks in sandals. However that is no longer true. Today, nearly three out of four EU consumers (73%) say they are willing to pay more for a product with better design. Let that sink in. Furthermore, 31% of shoppers stated that how a product looks is extremely important factor when they are deciding whether to buy it. This influence is strongest in sectors like furniture (76%) and fashion (66%), but its reach is broader. Among younger consumers aged 18–24, design plays an outsized role in purchasing decisions. The message is clear: investing in unique, protected design isn't vanity; it’s a growth strategy.

Where design drives value, copycats follow. The EUIPO warns that design-led industries are losing billions to counterfeiting, with the clothing sector alone losing an estimated €12 billion annually across the EU. An additional €2.7 billion is lost each year in counterfeit handbags, jewellery, and watches. Online marketplaces and social media have made these unauthorised copies more accessible than ever. Notably, 26% of consumers aged 15–24 admit to intentionally purchasing counterfeit products. For businesses, this underscores the urgent need for enforceable design rights.

Design-intensive industries employ 28 million people and generate over 16% of EU GDP. Yet only around 1% of EU SMEs currently hold registered design rights. That gap represents a missed opportunity. EUIPO studies show that small businesses which register their designs generate nearly 30% more revenue per employee and pay nearly 25% higher wages than those without registered IP rights. Registering an EU design starts at €350, covers all 27 Member States, and can be renewed for up to 25 years. With support from initiatives like the SME Fund and IP Scan, protecting your design is both accessible and financially sound.

Want to make sure your design works as hard as you do? Reach out to our team for a practical review of your design protection strategy. We help businesses turn good design into enforceable rights—before someone else does.