It's a good question.
I have a Canada Goose jacket, and I bought it off Canadian Icons. Now, Canadian Icons is not Canada-goose.com, it's a retailer. But what I did was I went to Canada-goose.com, and there's a section that says “Find a Retailer”. I put in the URL, the domain name, of the actual retailer, and within a matter of seconds I knew that they were an officially licensed retailer.
So I think the manufacturers have a responsibility to use technology to make it better. If I put in another retailer, such as Winterjackets.com, and it came back that it wasn't an authorized retailer, I never would have made the purchase.
To use the legal maxim, there is a little bit of caveat emptor, “buyer beware”. I think that is important. Again, because you have so many more people who are online, you have more retailers and you have more consumers, the onus does need to be borne by the consumer. But I do believe that big brands like Canada Goose, in going ahead and creating a directory of who are authorized retailers to buy from—that's using technology in the right way, and that will prevent fraud.