Somya Ojha, The University of Burdwan
ABSTRACT
The world has changed its paradigm to adapt to and flourish in social media and connected platforms. Social media's expansion and growing digital significance amuse us in our personal lives, work, and legal ethics. Social media platforms have not only completely changed the way brands are marketed, but also have a significant impact on how the industry as a whole develops in the future. This phenomenon is seen in numerous fashion brands, both established and up-and-coming. Fashion and social media are entwined, from trendsetting in brand promotion to engaging consumers. Fashion brands may now reach a wider audience worldwide, and it also greatly impacts customer tastes and fashion trends. Social media platforms give businesses a quick and efficient means to interact with their customers. This can be seen in the personalized and thoughtful responses to social media posts, the considerate handling of customer inquiries, and the professionalism of crisis management.
Social media platforms are being used by more people and brands these days to broadcast content over which they may not even have the legal authority. As a result, there are a lot of lawsuits involving copyright infringement, trademark squatting, and cybersquatting.
The legitimacy of intellectual property laws is complicated by the growing usage of social media, particularly the parts about the fashion sector regulations. IPR has evolved and become a hybrid of traditional and contemporary applicable provisions. Every facet of social media is linked to intellectual property rights, including influencers, online brands, content creators, and engagement postings.
This article looks at intellectual property principles in the fashion business, their increasing influence on social media, and their violation and enforcement.
Keywords: Intellectual Property, Fashion Industry, Trademark, Social Media, Copyrights, AI, Influencers, SEO, Fashion IP, Copyright Infringement.
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