The verdict: luxury can prohibit dealer network to sell its goods, to maintain the high-end image

The eu's Supreme Court ruled that a luxury brand can prohibit retailers sell its products on the Internet platforms such as amazon, in order to protect the high-end image of the brand. On December 6, the European court of justice ( European Court of Justice, the eu's highest Court) For retailers Parfü Coty cosmetics manufacturer companies in the United States and Germany; Merie Akzente between litigation, has made the decision. According to the Wall Street journal reported on December 6, the German retailer Parfü Merie Akzente will Coty products on sale on amazon, Coty strong objections, and cited the terms of the contract, each other is prohibited from their goods through a third party sales. So both sides launched a lawsuit. The European court of justice ruled that, Coty move does not violate the eu law. Said that if it is in order to protect the brand image of luxury, but also for all retailers are unified requirements, the company can exert such a clause in the contract with retailers. Coty have Calvin Klein, Mark Jacobs, Chloe brand cosmetics manufacturer line. For the European court of justice of the decision, Coty is very welcome, said: after so many years of uncertainty, the ruling means that a luxury brand can finally decided how to position themselves in the Internet platform. But there is also many, according to the Wall Street journal, a group representing e-commerce platform, according to the resolution is not good for the development of the digital unified market, for consumers to online shopping is also a bad news, their choices will become less. The decision to open a precedent, allow other luxury brands not distributors in the amazon, eBay and other e-commerce platform sales of their products. According to Britain's financial times on December 6, luxury goods with special immunity in the market competition rules and regulations, this kind of high-end brands, such as Gucci or Dior can restrict their products in particular shops selling only, in order to maintain the high-end luxury image. But Coty's is not the top luxury brand. To this, according to the financial times reported that the Internet platform and some antitrust experts are worried about the verdict, because it may make limit, beyond the scope of a handful of high-end brands, which threaten the proxy of the brand of online sales of small and medium-sized retailers, which is small and medium-sized retailers is the most important sales channels. According to the Wall Street journal, in contrast to the European Union, with sales of luxury goods in electric business platform, almost no intervention in American law. The principles of sales for the first time in the United States ( 第一, sale doctrine） Regulation, once the goods to wholesalers, brand, there is no power limiting their goods sold. According to the Wall Street journal, in the United States, the third party retailers often hang luxury brand goods on amazon's online sales, this annoys many brands.
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