Two Chinese copycat fashion brands lose trademark battles but war is far from over
- Recent court victories for Ermenegildo Zegna and Dunhill against Chinese copycat stores spark hope for intellectual property rights in the country
- But doubts persist as to how significant these wins will prove to be
From Gucci’s counterfeit-mocking “Guccy” line to Vetements’ “Official Fake” raincoat, some luxury brands have been known to turn China’s notoriety for intellectual property infringement into cheeky creative opportunities.
But outside the cutting-room floor, brand owners are winning major legal battles, causing industry observers to wonder: could China’s IP reputation be changing for the better?
When two luxury menswear brands, Ermenegildo Zegna and Alfred Dunhill, recently emerged victorious from years-long trademark disputes with copycat Chinese brands, it brought a collective sigh of relief and a fresh dose of optimism about Chinese attitudes towards intellectual property rights (IPR).
The decisions were announced just weeks after Chinese government sources told the Post it would not change its IP protection laws because of pressure from the United States, with whom it is currently engaged in a trade war in which IPR is a key point of contention.
Ermenegildo Zegna’s five-year case centred on a Chinese menswear brand that used the trademark “Yves Zegnoa”. The CEO of the Italian fashion house, Gildo Zegna, commented on the favourable ruling.
