For retailers selling luxury goods, social media is an essential tool to reach their audience – in fact with 70% of luxury purchases now preceded by at least one online interaction, a robust social strategy is critical for high-end brands today. But this niche market is at risk of a unique set of threats online.
Millennials are known for doing things differently - particularly when it comes to shopping online for luxury goods. Social media today plays a significant role in the marketing of the latest luxury lines. Despite being at odds with promoting itself online, luxury brands know they must embrace social media if they want to secure the next generation of luxury consumers.
In previous years intellectual property infringements in an offline world were arguably a more manageable issue to detect and police. Internal legal teams and law firms, working with custom officers, were tasked with enforcing the protection of a brand’s IP when looking for the illegal use of a company name, brand name or trademark.