Although the fashion, design and textile industries were initially developed in Europe and the United – States, these days it is an international and highly globalized sector, with garments often designed in one country, manufactured in another and then sold worldwide. Against this backdrop, emerging Asian countries are playing a key role in the production chain and as potential consumer markets. China and South – East Asia markets present both opportunities as manufacturing hubs and as maturing consumer markets but also some risks, as potential source of counterfeit merchandise. Thus, there are numerous opportunities for European businesses to benefit from these thriving markets. However, preventive steps must be taken to meet the intellectual property challenges that might occur when operating in these countries.