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The Luxury Economy and Intellectual PropertyCritical Reflections$
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Haochen Sun, Barton Beebe, and Madhavi Sunder

Print publication date: 2015

Print ISBN-13: 9780199335701

Published to Oxford Scholarship Online: October 2015

DOI: 10.1093/acprof:oso/9780199335701.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 28 July 2021

The Gender of Trademarks and Luxury Branding

The Gender of Trademarks and Luxury Branding

(p.145) 8 The Gender of Trademarks and Luxury Branding
The Luxury Economy and Intellectual Property

Ann Bartow

Oxford University Press

This chapter discusses how the luxury goods industry's branding practices demean and damage women, and how the current framework of intellectual property law only furthers this abuse. It argues that to the extent women are depicted as vapid, materialistic, and superficial luxury consumers, their claims to equality in the workplace and society generally are undermined. When women are portrayed as passive objects that affluent men can acquire, their social standing is compromised further still. Luxury branding practices are therefore a particularly powerful tool of gender subordination that can be used against women who are wealthy and successful or hope to create an illusion that they are.

Keywords:   luxury goods industry, branding, intellectual property law, gender subordination, women

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