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TikTok—LVMH fight against counterfeit products 2024

TikTok teams up with luxury fashion group LVMH to tackle sale of counterfeit products on TikTok Shop

TikTok teams up with LVMH to tackle counterfeit products 2024

TikTok meets luxury

LVMH, the prestigious luxury group, is engaging in talks with TikTok and ByteDance to combat the proliferation of counterfeit products on the popular video-sharing app. The collaboration seeks to elevate the shopping experience on TikTok as it continues its global expansion.

An alliance for authenticity

The coalition involves 75 brands, including renowned names such as Louis Vuitton, Christian Dior, Givenchy, Tiffany & Co., and Tag Heuer. LVMH has already undertaken a similar endeavor with Alibaba Group Holding to combat counterfeit goods on its Tmall marketplace.

Boost for shop

This strategic collaboration holds significant weight for TikTok Shop’s reputation, especially as it endeavors to expand its U.S. e-commerce business from $1.75 billion to a whopping $17.5 billion by 2024. The move is crucial for the platform’s credibility among brands and consumers alike.

Safeguard property

Benefit Cosmetics, an LVMH-owned beauty brand, emphasized the importance of protecting intellectual property on TikTok Shop. Toto Haba, senior vice president of global omni-marketing for Benefit Cosmetics, expressed optimism and willingness to address the issue and establish effective safeguards.

In the U.S., TikTok Shop operates seamlessly within the social media app’s video feed. Users and brands can tag and sell products directly through their videos, creating an integrated and dynamic shopping experience. During the holiday shopping season, over 150,000 merchants and creators posted videos, resulting in more than 5 million new subscribers.

Tackling counterfeits

While established brands like Benefit and Revolve are leveraging TikTok Shop for commerce, others remain cautious. Concerns about counterfeit products and the presence of pre-owned items pose challenges. For instance, Louis Vuitton, despite having a verified account, does not list its products directly on the platform. However, products bearing the Louis Vuitton label, including pre-owned items, are available, prompting the need for vigilant measures.

TikTok teams up with LVMH to tackle counterfeit products 2024

This collaboration signifies a crucial step in the battle against counterfeit goods on social media platforms. As TikTok Shop aims for substantial growth, aligning with luxury giants like LVMH can potentially reshape its landscape, offering a more secure and authentic shopping environment.

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