June 26th, 2015

e, m, s …

It is not so long ago we graduated from traditional bricks and mortars shopping to the brave new world of e-commerce. Many, myself included, thought it would never catch on. Clearly, I am more than happy to admit, I was very wrong. Over the years, a growing majority of my shopping has been done online and in the last few years I have proudly graduated from e-commerce to m-commerce, purchasing goods on the go from various mobile devices. Placing orders is just a few taps or swipes away and now sometimes even only a fingerprint scan away.

So, what next? Which letter of the alphabet to pin in front of our much loved “commerce”? The lucky winner is “s”. We are moving into the world of s-commerce: social commerce. For retailers it is no longer just about through which channels their customers can reach them, but increasingly it is about how they can engage with them in a meaningful way and, with that, has come the merger of social media and e-commerce. Many social networking platforms already play key roles in promoting brands and developing customer engagement with their lifestyle propositions, why not merge everything together and integrate the shopping experience?  For a while there has been talk of social networks introducing “shop now” or equivalent buttons. It is only a matter of time before Pinterest rolls out “Buyable Pins” and full shopping functionality on Twitter, Instagram and Facebook cannot be far behind.

The-Net-Set-logoSuch is the anticipated value of s-commerce that traditional multi-channel players are now introducing social network elements to their platforms, integrating lifestyle and social engagement to their more traditional retailing models. Most notably, we have recently been asked to join “The Net Set”, the app powered by Net-A-Porter and hailed to be “the social shopping network we have all been waiting for”. Now, at our fingertips, we have a one-stop-shop to buy Net-A-Porter’s carefully selected fashion offering whilst engaging with its likeminded and equally sartorially obsessed community that happily shares its styling tips and trend recommendations.

Fashionista is about to become even more fashionable…

 

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Fashionista has been reading a recent decision about a two stripe trade mark on sports shoes.  The case concerned an application for a Community trade mark, a position mark, consisting of “two parallel lines positioned on the outside surface of the upper part of a shoe…the parallel lines run from the sole edge of a […]

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On Tuesday Fashionista was fortunate to attend a workshop hosted by her friends at Olswang for businesses on the Centre for Fashion Enterprise’s Front Row FashTech incubation programme. Having led the fledgling entrepreneurs though some key issues around creation and protection of IP rights and hints when negotiating commercial agreements, the participating businesses were given […]

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Gucci America Inc v. Alibaba Group Holding Ltd, U.S. District Court, Southern District of New York, No. 15-03784 Kering SA, the owner of luxury brands such as Gucci and Yves Saint Laurent, has filed a lawsuit in New York against Chinese e-commerce giant Alibaba Group for conspiring to manufacture, offer for sale and traffic in […]

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Fashionista attended an excellent event this evening organised by the newly launched Fashion Business School debating the issues fashion enterpreneurs have to grapple with to succeed in business. Hosted by Bloomberg, a distinguished panel of guests provided their advice to the fashion labels of the future including: Frances Corner, Head of London College of Fashion and Pro-Vice […]

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The European General Court dealt a double blow to Louis Vuitton last week, ruling invalid two figurative Community trade marks protecting the luxury brand’s classic chequerboard patterns (T-359/12 and T-360/12). The court found a lack of distinctive character (contrary to Article 7(1)(b) of the CTM Regulation (207/2009/EC)) and failure to acquire distinctive character through use […]

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April 9th, 2015

Is Versace a Copycat?

Rumour has it that Versace is soon to be at the wrong end of a legal dispute following allegations that they have copied the t-shirt designs of British born, Los Angeles based, artist, Kesh. Kesh teamed up with American Apparel back in 2013 to design the ‘Face Le New’ t-shirt (as displayed on the left […]

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Fashionista was interested to read about the ‘unusual’ decision handed down by the Court of Appeal last week in the matter of Roger Maier and Assos of Switzerland SA v ASOS plc and ASOS.com Limited at [2015] EWCA Civ 220. Despite finding likelihood of confusion and damage to distinctive character, a 2-1 majority accepted ASOS’s […]

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France’s recent decision, to potentially ban the use of fashion models with a BMI of 18 or less, has reignited the debate about fashion houses’ use of underweight models. France could soon join Italy and Spain which adopted rules, and Israel which introduced legislation, against too thin models on the catwalks or in advertising campaigns. […]

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Today the UK Competition and Markets Authority (“CMA”) announced that it has opened a new investigation into “suspected anti-competitive arrangements in the UK clothing, footwear and fashion sector”. Fashionista asked her colleague and competition law expert Dervla Broderick what this is likely to involve. Dervla explained that the investigation is being carried out under Chapter I […]

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