Intellectual property in
fashion & luxury: how to
protect, enforce & monetize
your IP rights
The Hospital Club, B@B– 18 Fe...
How and why is IP the foundation of a sound luxury & fashion
business?

Intellectual property in fashion & luxury: how to ...
What are IP & IP rights?

Author

Society

Creativity/
Innovation
Intellectual property in fashion & luxury: how to protec...
Which IP rights are available to luxury & fashion houses?
PATENT

CONFIDENTIAL INFORMATION

TRADE MARKS

PASSING OFF

COPY...
What are the remedies for IP infringement?

ACCOUNT OF
PROFITS

PECUNIARY
DAMAGES

FINAL
REMEDIES

DECLARATION

DELIVERY U...
The court system for IP in England & Wales

CHANCERY DIVISION

INTELLECTUAL PROPERTY ENTERPRISE COURT
(formerly PATENTS CO...
How do these IP rights get used in the fashion & luxury sector?

Intellectual property in fashion & luxury: how to protect...
Patent law
INVENTION

INDUSTRIAL
APPLICATION

Katerina Plew v Victoria’s Secret

PATENT

NOVELTY

INVENTIVE
STEP

Intellec...
Trade mark law
CLEAR

•  Conventional trade marks
•  Non-conventional trade marks

PRECISE

OBJECTIVE

TRADEMARK
SELFCONTA...
Trade mark law
Unfair
advantage?
Detrimental?
Yes!

Intellectual property in fashion & luxury: how to protect, enforce & m...
Passing off
•  Goodwill
•  Misrepresentation
•  Damage
Rihanna v. Topshop

Intellectual property in fashion & luxury: how t...
LITERARY
WORKS

Copyright law
•  The idea/expression dichotomy
•  Originality
•  Fixation & tangibility

LDMA/PRIMARY
WORK...
Design law

•  European directive on the legal
protection of designs (1998)
•  European regulation on
community designs (2...
IP strategy plan: key considerations

Intellectual property in fashion & luxury: how to protect, enforce & monetize your I...
Developing brand equity: how the legal bits are at the core of a
successful brand equity strategy
Brand equity in million ...
International IP protection: why it matters & how to do it
Why?
•  Preventing counterfeits & knockoffs
•  Preventing tradem...
Strategies to protect your IP rights: be on the ball
Do not delay!

Register
IPRs

Legal
opinion

Police IPRs

Promptly
ta...
Strategies to avoid infringing on IP rights: be very cautious here

Look for notices
of rights on
products/labels

Search ...
IP litigation & disputes: do’s & don’ts

Intellectual property in fashion & luxury: how to protect, enforce & monetize you...
What to do if you receive a cease & desist letter or are sued
•  Forward it to you lawyer
•  Submit a claim with your insu...
Understanding the stakes in IP litigation
•  Copyright disputes

Where?
Who?

•  Trademark disputes
•  Patent disputes
•  ...
Monetizing your IP rights: how to rip the profits from your
creativity

Intellectual property in fashion & luxury: how to ...
How to monetize your IPRs?

Licensing

Assignment
Selective
distribution
Franchising

Taking
security over
your IPRs
Colla...
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 ...
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Fashion intellectual property law: how to protect, enforce & monetize your IP rights

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Annabelle Gauberti, founding partner of London fashion law firm Crefovi and president of ialci, provides insightful knowhow and tips, to make the most of intellectual property rights in the fashion and luxury goods industries.

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

  1. 1. Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights The Hospital Club, B@B– 18 February 2014
  2. 2. 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
  3. 3. What are IP & IP rights? Author Society Creativity/ Innovation Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 3
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Trade mark law Unfair advantage? Detrimental? Yes! Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 10
  11. 11. Passing off •  Goodwill •  Misrepresentation •  Damage Rihanna v. Topshop Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 11
  12. 12. 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
  13. 13. 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
  14. 14. IP strategy plan: key considerations Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 14
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. IP litigation & disputes: do’s & don’ts Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 19
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Conclusion Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights 24
  25. 25. 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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