Branding Luxury in the Digital World

Published: March 16, 2021

Brand & New

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Irene Calboli Texas A&M University School of Law Dallas, Texas, USA


Julie Zerbo The Fashion Law New York, New York, USA

Historically, the digital world was perceived as a minefield for the luxury retail industry, and many brands have been hesitant and sometimes late to move online and develop dedicated and sophisticated marketing strategies.

But with print and display advertising returns decreasing, and luxury shoppers spending more time online and on mobile devices, luxury brands are finding that they need to not only adapt to survive in the digital universe, but also to thrive. This has become even more critical since last year, with worldwide lockdowns and remote working, amidst the COVID-19 pandemic.

We invited two eminent guests to talk about this topic.  First, Irene Calboli, who is based in Singapore and is a Professor of Law at Texas A&M University School of Law, Transatlantic Technology Law Fellow at Stanford University, and Senior Fellow at Melbourne Law School. Specializing in intellectual property, international trade, art and cultural heritage law, last year, she co-directed the Digital Luxury Law Series hosted by the Digital Law Center of the University of Geneva with Jacques de Werra.

Julie Zerbo is the founder and editor-in-chief of The Fashion Law, a modern media site that has been providing unique insights and unparalleled access to the legal and business aspects of the rapidly evolving fashion industry for the past nine years. She has a formal legal education and an extensive background in law and economics, and as one of the paramount voices in legal journalism within the fashion industry, she is regularly cited by The New York Times, The Wall Street Journal, Vogue, and other mainstream publications. Ms. Zerbo is also involved in the Digital Law Series.

Related Resources

About Irene Calboli

About Julie Zerbo

Also of interest: 

Luxury Digital Law Series

The Fashion Law

WIPO Magazine: The Role of IP Rights in the Fashion Business: a US Perspective

INTA’s 2021 What’s Next for Brands: A View from Europe Conference, March 23-24, 2021 (virtual)

The Trademark Reporter: Co-branding with Influencers Is in Fashion and No Longer a Trademark Faux Pas

About Brand & New

Brand & New podcasts from the International Trademark Association

Host Audrey Dauvet discusses compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.

Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.

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