WTR’s latest Special Report, “Safeguarding style: an examination of brand protection in the fashion and luxury industry”, is now available to subscribers.
The global fashion and luxury industry is undergoing an unprecedented transformation marked by rapidly evolving consumer preferences, technological advancements and a borderless digital landscape. The resilience of the fashion and luxury industry to navigate such change lies in its ability to adapt while continuing to defend the creativity at the heart of all its brands. Our latest Special Report therefore delves into the multifaceted landscape of brand protection, exploring the filing strategies, anti-counterfeiting technologies and international collaborations that are essential to navigate this evolving terrain.
The report commences with analysis of the business strategies that have made brands such as Porsche, Louis Vuitton and Chanel modern and exciting while maintaining their core ethos and identity. It then turns to the trademark prosecution strategies employed by companies in the sector – with data from Clarivate revealing the most prolific filers in the space. As to the law firms supporting these brand-building exercises, IP Pilot data shows who a number of industry-leading companies choose to collaborate with.
Elsewhere, the report presents analysis and insight from in-house experts, enforcement agencies and e-commerce platforms on the latest strategies in the fight against trademark infringement and counterfeiting. These include their top tips on brand protection from previous winners of the WTR Fashion, Cosmetics and Luxury Goods Team of the Year Award, and insight into why companies should consider adopting a multi-pronged approach to brand protection.
Turning to the fight against counterfeits, Greater Manchester Police’s Neil Blackwood reflects on how Operation Vulcan has transformed the United Kingdom’s anti-counterfeiting approach, while INTA’s new director of anti-counterfeiting, Alastair Gray, sheds light on the digital scams keeping brand protection teams busy.
Moving on to wider brand protection issues, IP practitioners outline the consumer expectations and regulatory frameworks surrounding green claims in China, the United States, the United Kingdom and the European Union. We also present insight into key regulations in China relating to influencers and live stream marketing. Parlux Holdings’ Jessica Cardon then takes a look at influencer marketing by highlighting the hurdles that brand professionals should be aware of when working with influencers in the United States.
Turning our attention to emerging online platforms, Vinted’s Marion Savary details how brand owners can collaborate with the popular resale marketplace to better protect their rights. Honing in on China, Shein’s IP protection efforts are examined, and we also reveal four shopping agents that fashion and luxury brand owners should have on their enforcement radars. Finally, academics Irene Calboli and Vera Sevastianova provide an update on the status of foreign fashion trademarks in Russia following its invasion of Ukraine in February 2022.
“Safeguarding style: an examination of brand protection in the fashion and luxury industry” is available to WTR subscribers here and in our Report Centre.
