Last month,Time Style reported that a class action law suit was filed against Urban Outfitters and Anthropologie for allegedly leading customers to believe that they needed to provide their zip code to complete a purchase. In stores, retailers often collect customer data at the transaction point, but as seen in the Urban Outfitters/Anthropologie case, it is problematic as the US moves towards considering certain types of data, like zip code and email, sensitive.
In this episode of Fashion Counsel, Anthony Lupo talks with Intellectual Property partner Sarah Bruno about the various data portals available to retailers and what they need to know when collecting sensitive data in order to avoid class action suits.
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Ms. Bruno noted that there are bills in various states "to address the concern that regulators had that consumers were just giving this information because they thought it was required." Watch the video above to learn key points for retailers collecting consumer data, including best practices recommendations.