With growing concern around fashion and beauty brands and abuse by counterfeiters, both online and via traditional retail distribution, the need for companies to protect its brands and commercial interests is on the rise.
A report by the World Intellectual Property Organization said that international trademark applications in all sectors increased by 6.4 per cent in 2018.
Included in that increase was Shiseido Co. Ltd, reporting a sharp jump in international trademark application filings in 2018 to 79, up from 33 a year ago. The increase also saw the company move up 37 places, to be ranked seventh globally, just a few slots behind second-place L’Oréal with 169 applications.
The WIPO data also shows that Chanel made 30 filings, LMVH fragrance brands, 14; Lancôme Parfums et Beaute & Cie, 13; Parfums Christian Dior, 12; Avon Products Inc., 12, and Giorgio Armani SpA, 10.
WIPO director-general, Francis Gurry told WWD that the increase in online sales by fashion and beauty companies was putting pressure on them to take steps to protect their trademarks.
“The online market has the great advantage of the expansion of the number of consumers that you can reach. But it has the great disadvantage of the vulnerability, or copiability, if you like, of the trademark," said Gurry.
