New Clarivate Report Reveals Luxury Brands are Accelerating Digital Transformation to Meet Demands of Changing World - Seite 2

Brands are also tapping on the Generation Z and millennial audience's love of computer gaming, creating games to entertain and engage. Louis Vuitton launched Louis, a computer game aimed at the Generation Z demographic. The report revealed a spike in trademark filing activity for Louis Vuitton in the computer games and software category between 2018 and 2019, which preceded the launch of Louis.

Brand protection in the digital sphere
The digital era offers new opportunities but also increased risks. Luxury brands, like other brands, can fall prey to alleged scammers and profiteers. In fact, the report revealed that luxury brand owners are often present in arbitrations and litigation against domain names that are acquired for high-risk activities such as deliberately diverting web traffic. A growing number of arbitrations involve luxury brands' trademarks being used in their entirety in domain names, as profiteers seek to benefit from luxury brands' reputation.³

Samson concluded, "There are green shoots of recovery all over the world including in the luxury sector, but this recovery remains fragile. Luxury brands are contending with changing times, new audiences and greater expectations. Our brand IP and analytics, first unveiled in Top 100 Best Protected Global Brands 2021 offer context and fresh clarity to the luxury sector, helping to guide and inform brand owners' strategy and decision making in a volatile landscape."

Luxury brands: Re-calibrating brand strategies for a changing world can be found here.

About Clarivate
Clarivate is a global leader in providing solutions to accelerate the lifecycle of innovation. Our bold mission is to help customers solve some of the world's most complex problems by providing actionable information and insights that reduce the time from new ideas to life-changing inventions in the areas of science and intellectual property. We help customers discover, protect and commercialize their inventions using our trusted subscription and technology-based solutions coupled with deep domain expertise. For more information, please visit clarivate.com.