Guest Author: Deanna Thompson, Head of Strategic Operations at Marque Luxury

Advertising luxury goods is unlike other advertising you do online. It is critical that you advertise the correct way to avoid legal action from luxury brands, provide a great customer experience and reduce the likelihood of returns.  

Our team at Marque Luxury has decades of combined experience in the luxury goods space and the resale market.  

We've put together a list of easy to execute best practices that will help you sell your items quickly at the best price possible.  

Here are [easy-to-apply] do's and don'ts when advertising luxury handbags online.  

DON'T use brand logos. DO type out the company name instead.

This is one of the most common mistakes we see. Using the actual logo of the luxury brand is considered trademark and copyright infringement.  

Luxury brands are highly protective of their brand identity, and some are quite litigious. It's not uncommon for pawnbrokers to receive a cease-and-desist letter from a luxury brand; when a logo is used in advertising.


  • Forget the logo and simply type out the company instead. This will make it easier for the buyer to find your product amongst dozens of other similar items.
  • When showcasing your items — Be sure to take your own photos.
  • Taking your own photos will instill trust from the buyer and allow you to showcase the item's logo properly.
  • Brands like Louis Vuitton and Chanel have such recognizable logos and materials that customers can easily recognize the actual brand just from seeing the monogram in the actual photo of the item.

DON'T tag the brands on social media. DO use hashtags (#).

When you're promoting the luxury item on your Facebook or Instagram channels — you should avoid tagging the brand of the luxury item. This protects you from any trademark or copyright infringements from those brands. Instead, you should use hashtags (#).


Don't use links in your product descriptions on Instagram.

  • Instead, leave a comment on your original post that tells the viewer to find your site link in your bio.
  • Adding links to the description of an Instagram post will not produce a hyperlink. Thus, making it harder for the customer to navigate to the intended page/product.
  • On-the-other-hand, Facebook DOES allow you to post clickable links; and will direct users to the intended page/product.

DON'T use stock images. DO take your own photos instead.

Using stock photos of an image presents three problems:

  1. Stock images don't necessarily provide an accurate representation of the product the consumer is purchasing.
  2. Stock images don't necessarily show if a product is authentic — so you run the risk of showing a counterfeit product.
  3. Stock images might only show one angle/image of the product, rather than showing several pictures of the item.

A consumer looking to invest in an authentic luxury handbag wants to see exactly what they are purchasing.

Taking several pictures of the item from various angles (including inside the bag) is a way to help consumers understand what they are buying. This approach also sets expectations for customers if there are any blemishes on the product.  


  • Make the product standout by taking photos in a well-lit space with a lightly colored, neutral background. Avoid "busy," dark, or cluttered backgrounds.
  • Use a white foam board behind and underneath the item for a quick and easy makeshift background.
  • Stuff the bags and use bag stands, when necessary, to better showcase the product.
  • Consider investing in professional photography for the best results.

DON'T provide a vague online product description. DO be honest and thorough in descriptions.  

It's important to remember that consumers shopping on your site are aware that they are purchasing a pre-owned luxury item. It's not necessarily a dealbreaker for consumers if a product isn't in mint or pristine condition.

However, consumers want to feel confident that they know exactly what they are buying before they invest. They are taking a leap of faith when they buy things second-hand or online, so it's critical to address these things by making consumers feel comfortable and giving them something inviting to look at.

The number one reason we see bags returned is that the description doesn't fully disclose a scuff or maybe a mark on the inside.

The best way to reduce the likelihood of a return and to ensure you're providing an excellent customer experience is, to be honest about the condition of the product, be thorough in your description and try to answer all the questions that a consumer has.

Make sure to include the appropriate condition rating, as well as information on any blemishes that the product might have.


  • Include the following in each product listing: condition, brand, material, style, dust bag, authenticity card, brand box, receipt, color.
  • Don't describe the product as "new." Use "pre-owned."
  • For items in excellent condition, use words and phrases like "mint-condition," "pristine condition," and "like new."

DON'T FORGET to include the name of any authentication company you use.

We always suggest that you refer to your authentication company when writing your descriptions, for example, "...authenticated by @realauthetnication and in wonderful, pre-owned condition."

Consumers know that there are a lot of counterfeit items on the market and that counterfeits can be quite convincing.

As a result, consumers are more skeptical of luxury items. Including the authentication company you work with is an easy and very effective way to instill confidence in consumers. It also demonstrates your company's commitment to providing the best possible service.


Consider using a third-party authentication company if you're not already. This protects you and your customers from buying, selling, trading, or loaning on counterfeit items.

If you want to drive more sales for your brick-and-mortar store—be sure to read the "5 DO’S & DON’T FOR LUXURY ITEM IN-STORE DISPLAYS."

Click here to see more of our on-demand webinars.

About the author

Deanna Thompson is the author of The Beginners Guide to Luxury Handbags and the creator of Closet Full of Cash, the first and only blog dedicated to the luxury resale industry. Deanna speaks nationally at conferences on authentication and how to get into this industry.

Deanna previously owned two successful luxury resale businesses and got her start as a trading assistant on eBay years ago. Her passion for education within the resale industry is what drives her and is currently the Head of Strategic Operations at Marque Luxury.