The Gender of Trademarks and Luxury Branding

Abstract

Abstract 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.

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