Art, Copyright, Fashion, Fashion Law, Trademarks

TRADEMARKS

  • Trademarks make an indication of the origin of goods and services; marks that distinctive business from the other; gives you individuality and promotes your own work through the trademark. This works by Application and Registration in the relevant class and territory. Trademarks are normally distinguished through: Letters, numbers, colour and shapes. If the trademark however isn’t registered in a different country the trademark which is personal to you can be used somewhere else in the world if it is not registered correctly.
  • Half a million pounds to register Trademark around the whole world. Fashion is quite often created in Asian countries, which is why a lot of support and Law Trademark Registrations can be found in those particular countries. China keeps a very close eye on what happens and emerges in the UK, so trademarks are key to keeping the industry fair and unique to each brand to make sure that you aren’t ripped off.
  • You can however use the same name, such as Polo, for a different brand. Polo is used for cars, clothing and sweets, however each element of the name is very different and a different sector within the industry.
  • Pictures or symbols such as the Nike Swoosh, Burberry Check and the Red Soles of shoes are all trademarked, meaning that no other company can use this as it is individual to that country. You can also make individual positions within an outfit, such as the Fred Perry double stripes on the colour and the edge of the arms to keep the brand unique and different from the others; this enable as theme and key understanding for the brand too.
  • Requirement have to be capable of graphical representation, distinguishing goods and services, not descriptor and not contrary to public morality and policies, this enable each and every one of us to have the same chance and the requirements. They last for 10 years, but have to re renewed, but if they aren’t used of the product isn’t launched within 5 years, the trademark can then be cancelled.
  • If you do not have the money to create a trademark, you still have the rights to individual use. £170 is how much it costs to create the Trademark; with it registered however it is better to get proof of registration. Infringement is also very common within the industry; you cannot have: Identical mark, goods or services; confusion within the products; and repetition, misrepresentation and damage. Vivienne Westwood’s logo was found to have been Infringed by Red Planet – You have to be incredibly careful with infringement as it can end up in court.
  • A Patent is a national right, has to be applied for and granted by individual countries. These normally last for 20 years or so; they can be a description, claim or a drawing which you are trying to protect.
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Beauty, Burberry, Couture, Fashion, Fashion Promotion, My Burberry

My Burberry

When looking into perfume adverts, and the way they are created and the narrative behind them, My Burberry the new fragrance is a perfect example of this. The very traditionally British advert is such an incredible advert to represent the British brand: it is raining, the mac and the British models. Burberry have really thought about the message they want to send out to their audience, and it is such a strong one. Both Kate Moss and Cara Delevingne work perfect together to create the dream of Burberry; an incredible perfume advert, and one that I will destruct and look at in much greater detail for the project.

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Burberry, Fashion, Fashion House, Fashion Promotion, Technology

THE New Burberry Store

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As fashion is fast moving and it is constantly evolving, having something different, something that makes you stand out in such a competitive market is exactly what brands need to keep the competitors off, and is something that Burberry Regent Street have taken to another level. The whole experience is luxury, but they have incorporated a strong digital element to the store too, meaning that when you enter the changing rooms, when you stand in front of the mirror, it transforms into a screen which shows you the outfit on the catwalk and what the garment was made from. 
Christopher Bailey, the creative director for over 10 years at Burberry has made his possible, he has pushed the brand throughout the years to create something new, something unique to entice the customers in; which is so vital to the industry, and has been a high publicity push for Burberry too; constantly promoting.

http://www.regentstreetonline.com/Shopping/Burberry.aspx

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Fashion, Fashion Hierarchy, Fashion Promotion, Luxury

Luxury Fashion

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Luxury brands offer a range of products which are priced just high enough so everyone can feel that they are a part of the elite fashion market, yet the pieces they’re paying are more affordable. The luxury brand has been around since the 19th Century, therefore it is new to the world of fashion. The luxury market is run by many different groups, LVMH, Kering and Richemont; these allow the groups to distinguish the level of luxury which the brand is offering. Unlike Couture, there is such a range in the entry level, that it really cant be distinguished; from brands like Louis Vuitton, Gucci, Prada, Burberry and Hermes, there is such a range in their individual entry levels and prices. The target audience for luxury products is aimed at the younger generation to attract them into the market, however 76% of the buyers are aged 35-54, who can be found in social class A, which the majority will earn over 100,00o per year. Within the luxury market, China is the largest consumer of goods. On the other hand, 99% of Louis Vuitton’s products are fake throughout the world, meaning that at the end of the year, he burns all of the leftovers to make sure that the desire for his work doesn’t loose the luxury value to it.

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