If you want maintain your status as a luxury brand , you have to be very careful as to how and where you sell it. It is part and parcel of their branding. They can not let it get diluted and so they even monitor how their items are merchandised. We have heard of brands like Louis Vuitton and Chanel refusing to partner with flash sale sites like Gilt group or Rue LaLa. If any such sites claim to offer luxury brands, even the shoppers believe that something fishy is going on.
The sites who want to maintain their reputation source only those products that come directly from the brands themselves. They generally keep away from brands that want to keep away from them. That is why it came as a big surprise for everyone when the news broke that Cartier is suing Haute Look for $2 million.
Cartier has accused the site of selling used goods of their brand without their permission, as per the court documents posted on Fashionista. Carter has claimed that Haute Look ha sold used Cartier watches despite their claims of not selling second hand merchandise ever. They have also blamed the site for selling some damaged or wrongly packaged Cartier goods. Sometime you wonder at the length you have to cover to manage a luxury brand.
Via: Styleite , SheFinds
