Thrifted is the new black

Theodora Goula discusses the impact of the growing second-hand fashion movement on trademark rights and brand owners. She explores the exhaustion of trademark rights in second-hand fashion, exceptions to trademark exhaustion, de-branding and repackaging, and the issue of counterfeit goods. Goula suggests that brand owners should embrace the second-hand market by entering it themselves, partnering with online platforms, and working together to fight counterfeits. Additionally, she proposes using blockchain technology to track authentic products and eliminate fakes.

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