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© inditex 2008
THE IMPORTANCE OF TRADEMARK REGISTRATION IN THE EXPANSION AND INTERNATIONALIZATION OF COMPANIES
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© inditex 2008
DETAILS, CONTEXT AND HISTORICAL VIEW
EXPERIENCE OF TWO DIFFERENT MARKS IN TWO DIFFERENT MOMENTS:
creation and protection of the trademark
VS
creation and protection of the trademark
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© inditex 2008
INDITEX NOW
3.384 stores
69 countries
72.377 employees
62 % International Sales
8.196 M € TURNOVER 2004
Manufacturing and distribution of fashion clothing, footwear and accessories
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COMMERCIAL FORMATS (brands)
© inditex 2008
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ZARA HOME
COMMERCIAL FORMATS (brands)
© inditex 2008
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© inditex 2008
1963 First ZARA workshop
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• ZARA is born (Confecciones GOA) in Coruña in 1964
• Manufacturing of women’s clothing
• Distribution through sales agents
• Sales Volume of approx. 2,000 MM
• 300 employees
STARTING POINT: YEARS 60 / 70
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© inditex 2008
1975 – 1st ZARA store in A Coruña
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Years 1975 – 1980
Creation of the retail company GOASAM, S.L. and the ZARA brand.
Opening of own stores
Expansion limited to Galicia with openings in the main Galician cities
Continuation of manufacturing and distribution through agents
Limited sale of own products (15% of total sales only)
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© inditex 2008
EXPANSION IN SPAIN + CONSOLIDATION OF BASIC BUSINESS PRINCIPLES
Increase of own manufacturing
Flexibility of production lines: Manufacturing in light of consumers' demand
Productive System of vertical integration
Reinvestment of almost all the profits
Strengthening of design and window dressing Departments
Reduced periods of product rotation
END 1988: 71 stores; 2,330 employees; turnover 21,000 m ptas
1st INTERNACIONAL TRADEMARK application: 1984
Years 1980 – 1988
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© inditex 2008
- 1st INTERNATIONAL OPENING: OPORTO 12/12/1988
- 1st OPENING OUTSIDE SPAIN AND PORTUGAL: PARIS 2/10/1989
- 1st OPENING OUTSIDE EUROPE: NEW YORK 21/09/1989
•own stores •franchises•joint ventures
90’s INTERNATIONAL EXPANSION
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© inditex 2008
90’s DIVERSIFICATION / BRANDS
ZARA HOME 2003
1991
Creation 1985 – Purchase 1991
1993
1998
Creation 1993 – Purchase 1999
2001
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CHARACTERISTICS :Vertical Integration
MANUFACTURING
STORE
DISTRIBUTION
DESIGN
quick answer to market demands!!!!
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CHARACTERISTICS : attractive points of sale
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CHARACTERISTICS: model of store management
CustomerService
Easypayment
EasyProduct refund
Excitementfor clients
Price
Quality
Attention to details
© inditex 2008
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IP (trademarks) MANAGEMENT MODELS
EXPERIENCE OF TWO DIFFERENT MARKS IN TWO DIFFERENT MOMENTS:
creation and protection of the trademark
VS
creation and protection of the trademark
© inditex 2008
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© inditex 2008
IP (trademarks) MANAGEMENT MODELS:CREATION
Internal creative process in accordance with commercial project
Legal viability verifications
Vocation to stay
Inalterability
Random choice without a clear vocation
Unknown legal viability
Acceptance of possiblechanges
•Starting point•Beginning 90’s
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IP(trademarks) MANAGEMENT: LEGAL PROTECTION
Professional management only afterwards
First application only 3 years after use (1975/1978)
Fist international application (WIPO)1984
Professional management from the start
Planned protection prior to use
Optimization of international mechanisms of protection
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IP (trademarks) MANAGEMENT: LEGAL PROTECTION
Protection in stages with various legal obstacles
(decisions in light of circumstances; pressure; need of litigation and negotiation)
Uniform, quick and peaceful protection
(almost no incidences, if any solved in advance or without strain)
© inditex 2008
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IP (trademarks) MANAGEMENT:CONSEQUENCES
Legal Expansion in accordance with and
prior to the commercial one:
rhythm and advantages
Commercial Expansion discordant with legal
expansion and protection:
rhythm and risks
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© inditex 2008
The value of:
Being conscious of trademarks importance
Knowledge/Learning
Planning
International mechanisms
IP (trademarks) MANAGEMENT: FINAL THOUGHTS
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THANK YOU VERY MUCH
© inditex 2008