The Hospital Club, B@B– 18 February 2014
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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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
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What are IP & IP rights?
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Author
Creativity/Innovation
Society
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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
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What are the remedies for IP infringement?
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
REMEDIES
FINAL REMEDIES
PECUNIARY
ACCOUNT OF PROFITS
DAMAGES
NON PECUNIARY
DECLARATION
DELIVERY UP
COURT ORDER REVEAL
RELEVANT INFO
INJUNCTION
INTERIM REMEDIES
INTERIM INJUNCTIONS
EX PARTE ORDERS
SEARCH ORDER
FREEZING INJUNCTION
WITHOUT OR ON NOTICE
PROCEEDINGS
CRIMINAL SANCTIONS
THREATS
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The court system for IP in England & Wales
CHANCERY DIVISION
INTELLECTUAL PROPERTY ENTERPRISE COURT (formerly PATENTS COUNTY COURT)
SMALL CLAIMS TRACK
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
• How to bring a claim? • The trial • Costs
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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
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Patent law
Katerina Plew v Victoria’s Secret
PATENT
INVENTION
NOVELTY
INVENTIVE STEP
INDUSTRIAL APPLICATION
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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Trade mark law
• Conventional trade marks • Non-conventional trade marks
TRADEMARK
CLEAR
PRECISE
SELF-CONTAI
NED
EASILY ACCESSIBLE
& INTELLIGIBLE
DURABLE
OBJECTIVE
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
• Christian Louboutin v Zara • Christian Louboutin v Yves Saint
Laurent
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Trade mark law
Unfair advantage?
Detrimental? Yes!
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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Passing off
• Goodwill
• Misrepresentation
• Damage
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Rihanna v. Topshop
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Copyright law
• The idea/expression dichotomy • Originality • Fixation & tangibility
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
COPYRIGHT
LDMA/PRIMARY WORKS
LITERARY WORKS
DRAMATIC WORKS
MUSICAL WORKS
ARTISTIC WORKS
ENTREPRENEURIAL/SECONDARY/
DERIVATIVE WORKS
SOUND RECORDINGS
FILMS
BROADCASTS
TYPOGRAPHY RIGHT
• Thierry Berthelot v Van Cleef & Arpels
• Ownership of copyright & the employee author
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Design law
• European directive on the legal protection of designs (1998)
• European regulation on community designs (2002)
• North American Innovative Design Protection Act (IDPA)
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
REGISTERED DESIGN
ELEMENTS • DESIGN • NOVELTY • INDIVIDUAL CHARACTER • EXCEPTIONS TO REGISTRATION
INFRINGEMENT
PROTECTION OF SPARE PARTS
SECONDARY
DESIGN RIGHT
REQUIREMENTS • A DESIGN • QUALIFICATION OF THE DESIGN • ORIGINALITY • DESIGN MUST BE RECORDED • DESIGN MUST NOT BE
EXCLUDED
OWNERSHIP
INFRINGEMENT • PRIMARY • SECONDARY • EXCEPTIONS
REMEDIES
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IP strategy plan: key considerations
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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Developing brand equity: how the legal bits are at the core of a successful brand equity strategy
• 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
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
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International IP protection: why it matters & how to do it
• 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
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Why?
How?
• Madrid Protocol (trademarks) • Berne Convention (copyrights) • Patent Cooperation Treaty (patents)
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Strategies to protect your IP rights: be on the ball
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Do not delay!
Spend your IP protection budget wisely!
Register IPRs
Legal opinion Police IPRs Promptly
take action
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Strategies to avoid infringing on IP rights: be very cautious here
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Look for notices of rights on
products/labels
Search for patents,
trademarks, designs
Use good common sense!
Consult qualified IP counsel
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IP litigation & disputes: do’s & don’ts
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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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
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Understanding the stakes in IP litigation
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
• Copyright disputes
• Trademark disputes
• Patent disputes
• Design disputes
• Settlement
Lawsuits as a business
tool
Cost
Where? Who?
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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
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How to monetize your IPRs?
Licensing
Assignment
Franchising
Selective distribution
Taking security over
your IPRs
Collateral against
corporate financing
Auctioning
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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Conclusion
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
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intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights
Annabelle Gauberti Founding partner [email protected] @Crefovi on Twitter
Intellectual property in fashion & luxury: how to protect, enforce & monetize your IP rights