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Importance of brand for fashion retailers

Insights, key indicators and case studies that inspire creators of fashion trends.

Hero - fashion industry

Key indicators on the importance of brands

A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.

  • 28

    Perceived importance of brand

  • 17

    Willingness to pay premium for brand


November, 20225 minutes read

EUIPO rules Dior Saddle bag shape trademark not distinct enough

In recent years it has been increasingly difficult even for well-known fashion houses to register their trademarks as public consumers are exposed to an abundance of design forms. Even Dior’s iconic saddle bag is not distinctive enough to diverge from the norm of rejected marks, as the recent EUIPO ruling proves.


August, 20225 minutes read

Secondhand fashion is on the rise - and so are fake luxury products

With the recent rise of luxury resale, we can also see increased counterfeit products, with fashion brands being a favourite target. As the trend is likely to continue in the upcoming years, the fashion industry faces an increased risk of facing even more losses due to fake luxury merchandise. How can fashion brands protect themselves and ensure cosumers are getting authentic product?


August, 20225 minutes read

GUCCI vs CUGGL: the changing nature of IP Laws in Japan

On July 12, 2022, the Japan Patent Office (JPO) dismissed an opposition claimed by Italian fashion house Gucci against trademark registration for the term “CUGGL” with a hand-painted line in pink by finding less likelihood of confusion with famous fashion brand “GUCCI”. This case highlights the ongoing issues of insufficient measures against counterfeiting within Japanese IP Laws. But the situation is likely to change soon.


August, 20225 minutes read

Nike vs MSCHF: Importance of trademark policing for brand reputation

MSCHF released their new creative project, “The Satan Shoes”, in collaboration with the rapper Lil Nas X, following the release of a devil-themed music video for his song “Montero (Call Me by Your Name)”. The shoes were a customized version of Air Max 97, featuring human blood and Nike’s logo. Nike did not appreciate artistic expression at the expense of its brand reputation.

Fashion - fashion designer

August, 20225 minutes read

Brand protection advice for the clothing industry: What, why, where, when & how to register a trademark

Fashion is one of the biggest industries in the world. Global market value of the clothing industry was set to $1.7 trillion dollars in 2021 and expected to enjoy a 6.1% growth to $1.95 billion dollars in 2022-2023 according to two different research reports by Euromonitor and McKinsey [1]. This article highlights why trademark registration is of a crucial importance for fashion retailers.

Louis Vuitton

August, 20223 minutes read

Never-ending battle of Louis Vuitton against counterfeit market

Another day another case of a trademark dispute between a fashion giant and a small food business. A South Korean fried chicken restaurant recently lost a trademark battle against designer Louis Vuitton. The court ruled in the designer's favor after determining that the restaurant's name Louis Vuitton Dak was too similar to Louis Vuitton.


May, 20223 minutes read

Stories of our clients: Sl'eau

“Testing how the garment fits, testing how comfortable it is to wear and testing how well the fabric holds up in the long term are all things that Shein and the like skip to churn out clothes at the rate that they do. Sweatshops and slave labour allow them to sell the garments for the prices that they do. We do things differently” Read the full story of Vanessa Jones, the founder of Sl’eau, another inspiring brand protected by Trama that brings quality and craftsmanship back to the fashion industry.

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