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Goods brand challenges check mate

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Burberry, whose distinctive check has adorned the garments and luggage of countless celebrities, has launched an infringement suit against rival goods firm, London Fog. The tartan titan alleges that a forthcoming trenchcoat range from the rival brand was designed to imitate its trademarked patterns – a move that Burberry claims is likely to cause confusion in the marketplace.

The British firm also takes issue with the way in which the range has been promoted, alleging that London Fog has ‘wholesale co-opted the look and feel of Burberry's advertising campaign’ in a bid for consumer recognition.

On this count, Burberry cites a four-page London Fog spread in the September issue of Glamour magazine. In the ad, several celebrities – including Kevin Bacon and Desperate Housewives star, Teri Hatcher – are photographed posing in trenchcoats with allegedly Burberry-style checked lining. Similar ads have appeared in other publications.

London Fog owner, Iconix – who acquired the brand in bankruptcy proceedings of March 2006 – defended its division in a statement: ‘We strongly disagree with Burberry's claims and will be responding accordingly. London Fog is an iconic brand with a rich heritage of its own dating back to the 1920s. Plaid designs have been a common element of London Fog products for years.’

A powerful brand management firm, Iconix also looks after the Bongo, Joe Boxer, Candie’s, Badgley, Rampage and Mischka marks.