As you may have heard, we are on the verge of a vast expansion of the Internet. Currently, there are only about two dozen generic top-level domains (“gTLDs”), such as .com, .net, and .info. However, there will soon be more than 1,000 new gTLDs, many of which are relevant to companies in the fashion and luxury goods industries. For example, third parties have applied for the right to operate .clothing and .fashion as new gTLDs. Other notable applications include .beauty, .boutique, .buy, .design, .home, .life, .lifestyle, .living, .luxe, .luxury, .sale, .shoes, .shop, .shopping, .store, and .style. Finally, a handful of premier fashion brands opted to apply for the exclusive right to operate the gTLD matching their brand, including .cartier, .chanel, .gucci, .hermes, and .tiffany, and some department stores also choose to apply for their brands, such as .bloomingdales. Fashion and luxury brands must therefore consider the impact of this gTLD expansion on their business and decide how to proceed, both offensively and defensively.
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