LV Trademark Logo Checkerboard Cancelled

Because LV is popular among Chinese upstarts, consumers in a second tier city have a certain disgust towards it, instead of pursuing brand names with personal labels and unique tastes. When asked about the reasons for choosing luxury goods, the respondents gave the average score of "displaying their personal taste" up to 3.92 (the total score was 5 points). In the survey of 1227 overseas travelers, only 10.7% of respondents said that they bought LV products in a recent trip, which is 15.5% lower than that in 2014.

Recently, the European Union German court decided to cancel the two trademark trademarks of Louis Vuitton: Brown Beige checkerboard and black gray checkerboard. The former was registered in August 27, 1998, and is commonly used in Denmark, Portugal, Finland, Sweden and other countries. The latter was registered in November 21, 2008, and is commonly used in Estonia, Latvia, Lithuania, Malta, Poland, Slovenia, Slovakia and Bulgaria. The case was launched in 2009 by the famous German retail brand Nanu-Nana, because the third party can apply for cancellation of the initial registrant of the trademark.

　　 European Union German court The reason is "trademark is too simple and lacks significant characteristics". "This indicates that LV is about to lose the crisis of protecting its logo design by competitors and copycat manufacturers," said London Company Daboul Sharon, a lawyer with EIP EIP Europe LLP. Chessboard used for LV leather goods, shoes and packages. LV group There are also specialized teams in the prevention and treatment of counterfeit products. Sharon Daboul added: "brand names must have distinct characteristics. Once they become common elements in the market, they will lose. Luxury goods Brand value.

The court said that if LV wanted to win the lawsuit, it must be proved that consumers in every European Union could immediately associate LV with the checkerboard, but this obviously failed. The court held that this was just a pattern in the daily life of ordinary citizens, not a symbol of natural "trade" attributes. LV once said that the checkerboard used by the brand is "special and complex", but the court dismissed the claim. In this regard, Taylor Wessing is responsible for fashion and luxury Jason Rawkins evaluation, said: "I doubt this will not be the final outcome, LV will not be Shan Gan Hugh."

In 2013, Burberry also encountered a similar situation in the Chinese market. It was cancelled by the Chinese trademark office because of being cancelled by other companies, and the brand is still appealing. The more successful case is Christian Louboutin's red shoe case. In 2012, the trademark control YSL infringed the trademark rights of its red shoe (the trademark of the red bottom shoe was registered in 2008). The court then said "it is best not to use a single color as a registered trademark" and dismissed it, but it finally won after the appeal.

In other words, LV's recent days are not so good. British media just released a week ago that LV has been declining in the Chinese market. According to the report, only 18.8% of China's first tier cities (including Beijing, Shanghai, Guangzhou, Shenzhen, etc.) indicated that LV was the first choice for them to buy luxury goods, while in the two or three tier cities, the figure was 38.8%. Although LV is still one of the most popular luxury brands in China, Prada has already surpassed LV in the first tier cities.