Hermès made headlines last month after filing three trademark applications for registration its name, along with the word tags Birkin and Kelly, across a number of metaverse categories ideal for goods/tertiaire – i.e. categories 9, 35 and 41 for two popular handbag attitude names and a côtoyer list (categories 9, 35, 36, 41 and 42) for the tag Hermes. The filings by Hermès lawyers with the US Manifeste and Trademark Kitchenette come as the French luxury goods company is involved in A trademark lawsuit against Mason Rothschild, who filed it early this year for selling a set of 100 non-fungible “MetaBirkins” tokens (“NFTs”) linked to images depicting furry avatars of the famous Birkin bag.
At the same time, Hermès’ requests dovetail neatly with the trend among brands – mass market entities and luxury-goods suppliers alike – who have filed similar applications to register with the USPTO and other brand épreuves, often in an attempt to hedge their bets when it comes to the emerging rise of metaverse technology and technologies. New like NFTs. How do we know that brands are hedging by these apps? Image no further than the autre classes they’re signing up for, which shows, among other things, that they’re not quite sure what they’re going to do in the metaverse – if anything at all.
By intentionally rolling out a wide network, and listage goods/tertiaire ranging from entertainment tertiaire centered around the metaverse to crypto payments technologies, companies are following the lead – and language – of early parties (such as Nike) and looking to cover the foundations of their future endeavors in the field, even if They didn’t know exactly what those endeavours would image like.
It’s hard (to me) to imagine Hermès coming up with a metaphysical project — partnering with platforms like Roblox or Mythical Games’ Blancos as Burberry and Gucci did — anytime soon, and despite numerous media reports to the contrary, requests provided by the bag maker from The Birkin Company, does not necessarily mean that it has concrete paliers to do so. Nevertheless, the altercation of some of the points obtained from the applications of Hermès is still worthwhile, especially noting at least two points.
In the first installé, it is worth noting that in a colonne Request To its name, Hermès includes Class 42, which specifically refers to “authentication, issuance and verification of quantitatif certificates; noircir authentication tertiaire using technology for electronic trafic transactions; [and] Providing noircir authentication tertiaire using blockchain-based logiciel technology for cryptocurrency transactions,” is among the tertiaire on which it may use its name. While it is interesting that Hermès (and other companies, such as Dior, Bulgari, Versace, Gardien Laurent, and Canada Goose, etc.) exceed the most common metaverse/NFT classes (9, 35, 41) in their expérimentation, not necessarily surprising, bicause it would be very difficult (I think) to see Hermès and other similar ultra-luxury brands in The paysage is making more use of web3 technology as a means of providing customers with actualité emboîture their purchases, including on the authentication introduction, as bout of a metaverse/game-centric scenario.
“The most obvious use case for the token,” according to pratique and luxury-focused platform NFT arianicome in the form of quantitatif passports or quantitatif twins tied to “real-world assets,” such as luxury handbags or watches, which can provide “proof of ownership and authenticity via a centralized NFT watermark system.” The benefits here go further, such as These quantitatif twins ‘track’ [corresponding physical] Products throughout their useful life”, and may obtain/abri actualité along the way, including in the event of physical merchandise being resold and/or repaired or otherwise modified.
Using NFTs in this way makes sense for luxury brands — especially those that maintain closely controlled franchise systems and offer investment-grade offerings — for a number of reasons. For one thing, the lack of these brands does not add weight to reforms as a way to deepen their relationship with customers (and possibly justify frequent price increases). LVMH direction, for example, recently rejected The idea of participating in the resale market instead, “stressed efforts to provide repair tertiaire for their products.” Meanwhile, Chanel – notorious for its neglect of the secondary market – has filed trademark applications over the past two years that highlight its growing efforts on the reform introduction.
Moreover, accurate and up-to-date repair records are arrogant, as TFL has reported in the past, given the tough pièce taken by many ultra-luxury brands regarding the bruit modifications of their merchandise can have on the authenticity of those products. (As Chanel says, for example, regarding its repair/restoration tertiaire, “Chanel can only offer a proper ritual of care that respects the originality of each invention.” At the same time, luxury watchmakers largely treat prototype watches that have been Previously modified to include unauthorized parts as non-original, resulting in a stream File lawsuits by watchmakers and secondary market watch buyers, alike.)
In theory, accurate and consistent tracking of modifications could help alleviate some of the concerns that brands/consumers have emboîture the authenticity of modified goods and, in turn, help avoid litigation and/or more accurately determine the value of products from a secondary market croyance.
However, this actualité is useful from a warranty croyance, as some modifications/modifications void warranties (eg Rolex), while effectif terms of indécent are levant for warranty purposes. Chanel, for example, offers a five-year warranty exclusively for chain handbags and wallets sourced from its stores starting in April 2021.
Benefits with token gates
The attaché thing that stands out in the Hermès profile is the following language – “Create an online community for registered users to engage in discussions, form virtual communities, and engage in communautaire networks in the field of quantitatif assets” – which incidentally also comes from category 42. Is Hermès likely to launch A communautaire media platform for its customers to communicate? Mostly not. However, this appears to be a reference to the ability of brands like Hermès to use web3 tech to “reinvent their CRM practices,” according to Arianee, with NFTs, for example, able to act as quantitatif membership cards providing consumers who They have access to égoïste ‘time-based communities, events, discounts or perks’.
Such a token-related approach (in which brands can offer égoïste offers/benefits to token holders) could be particularly appropriate for companies like Hermès to use in connection with the most sought-after offers. After all, in theory, if an individual has gotten a Birkin or Kelly from a Hermès abri, it generally means that they haven’t purchased a small number of other Hermès offerings, and are thus the calibre of customer the brand is constantly concerned with. (Other than the long-running narrative emboîture the near impossibility of “Birkin bag conditionnement,” consumers can get their hands on the most expensive Hermès bags if they spend enough on the brand’s other offerings (eg, homeware, ready-to-wear, etc.) this process.)
It’s still early days for brands in the web 3 arena, which makes it too early to say for sure what companies (including the digital-frequency luxury ones) will and will not choose. Chances are, while companies like Hermès may not take the opportunity to create a virtual popup in Roblox (except Can For things like their beauty projects), the bottom line for luxury brands in the virtual world is likely to consist of a set of creative products (even if these are just quantitatif representations of the physical goods associated with NFTs that are made available to customers from those physical goods or associated NFTs). with editorial heureux related to the product) and uses generated from a utility croyance, thus referring to authentication tertiaire in applications filed by Hermès.