Ip in fashion & luxury

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Information about Ip in fashion & luxury
Business & Mgmt

Published on March 2, 2014

Author: annabellegauberti

Source: slideshare.net

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Fashion IP law: how to protect, enforce & monetize your IP rights

Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights The Hospital Club, B@B– 18 February 2014

How and why is IP the foundation of a sound luxury & fashion business? Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 2

What are IP & IP rights? Author Society Creativity/ Innovation Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 3

Which IP rights are available to luxury & fashion houses? PATENT CONFIDENTIAL INFORMATION TRADE MARKS PASSING OFF COPYRIGHT MORAL RIGHTS UNREGISTERED DESIGN RIGHTS REGISTERED DESIGN Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 4

What are the remedies for IP infringement? ACCOUNT OF PROFITS PECUNIARY DAMAGES FINAL REMEDIES DECLARATION DELIVERY UP NON PECUNIARY COURT ORDER REVEAL RELEVANT INFO INJUNCTION REMEDIES INTERIM REMEDIES CRIMINAL SANCTIONS INTERIM INJUNCTIONS SEARCH ORDER EX PARTE ORDERS FREEZING INJUNCTION WITHOUT OR ON NOTICE PROCEEDINGS THREATS Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 5

The court system for IP in England & Wales CHANCERY DIVISION INTELLECTUAL PROPERTY ENTERPRISE COURT (formerly PATENTS COUNTY COURT) SMALL CLAIMS TRACK •  How to bring a claim? •  The trial •  Costs Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 6

How do these IP rights get used in the fashion & luxury sector? Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 7

Patent law INVENTION INDUSTRIAL APPLICATION Katerina Plew v Victoria’s Secret PATENT NOVELTY INVENTIVE STEP Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 8

Trade mark law CLEAR •  Conventional trade marks •  Non-conventional trade marks PRECISE OBJECTIVE TRADEMARK SELFCONTAI NED DURABLE •  Christian Louboutin v Zara •  Christian Louboutin v Yves Saint Laurent EASILY ACCESSIBLE & INTELLIGIBLE Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 9

Trade mark law Unfair advantage? Detrimental? Yes! Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 10

Passing off •  Goodwill •  Misrepresentation •  Damage Rihanna v. Topshop Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 11

LITERARY WORKS Copyright law •  The idea/expression dichotomy •  Originality •  Fixation & tangibility LDMA/PRIMARY WORKS DRAMATIC WORKS MUSICAL WORKS ARTISTIC WORKS COPYRIGHT SOUND RECORDINGS •  Thierry Berthelot v Van Cleef & Arpels ENTREPRENEURIA L/SECONDARY/ DERIVATIVE WORKS •  Ownership of copyright & the employee author Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights FILMS BROADCASTS TYPOGRAPHY RIGHT 12

Design law •  European directive on the legal protection of designs (1998) •  European regulation on community designs (2002) •  North American Innovative Design Protection Act (IDPA) REGISTERED DESIGN DESIGN RIGHT ELEMENTS • DESIGN • NOVELTY • INDIVIDUAL CHARACTER • EXCEPTIONS TO REGISTRATION REQUIREMENTS • A DESIGN • QUALIFICATION OF THE DESIGN • ORIGINALITY • DESIGN MUST BE RECORDED • DESIGN MUST NOT BE EXCLUDED INFRINGEMENT OWNERSHIP INFRINGEMENT PROTECTION OF SPARE PARTS SECONDARY Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights •  PRIMARY •  SECONDARY •  EXCEPTIONS REMEDIES 13

IP strategy plan: key considerations Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 14

Developing brand equity: how the legal bits are at the core of a successful brand equity strategy Brand equity in million $ Louis Vuitton 24,312 BMW 22,425 Mercedes 15,344 Porsche 12,413 Hermès 11,917 Gucci 7,449 Chanel 6,823 •  Extreme concentration of intangibles that brands embody •  Brand contribution = intangible earnings •  Difference between cost price & sale price Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 15

International IP protection: why it matters & how to do it Why? •  Preventing counterfeits & knockoffs •  Preventing trademark & patent “trolls” & “squatters” •  Securing IP protection where the company sells or plans to sell its products •  Securing IP protection where the company manufactures its products How? •  Madrid Protocol (trademarks) •  Berne Convention (copyrights) •  Patent Cooperation Treaty (patents) Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 16

Strategies to protect your IP rights: be on the ball Do not delay! Register IPRs Legal opinion Police IPRs Promptly take action Spend your IP protection budget wisely! Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 17

Strategies to avoid infringing on IP rights: be very cautious here Look for notices of rights on products/labels Search for patents, trademarks, designs Use good common sense! Consult qualified IP counsel Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 18

IP litigation & disputes: do’s & don’ts Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 19

What to do if you receive a cease & desist letter or are sued •  Forward it to you lawyer •  Submit a claim with your insurance carrier •  Call the business party on the other side of the case •  Remember the cost of litigation & try to avoid it •  Arbitration? •  Settlement? Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 20

Understanding the stakes in IP litigation •  Copyright disputes Where? Who? •  Trademark disputes •  Patent disputes •  Design disputes •  Settlement Cost Lawsuits as a business tool Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 21

Monetizing your IP rights: how to rip the profits from your creativity Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 22

How to monetize your IPRs? Licensing Assignment Selective distribution Franchising Taking security over your IPRs Collateral against corporate financing Auctioning Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 23

Conclusion Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 24

intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights Annabelle Gauberti Founding partner annabelle.gauberti@crefovi.com @Crefovi on Twitter Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 25

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