IP trends shaping the fashion industry
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     14 May 2010

Big splashy logos are so last season. The new look is stylish packaging, say Finnegan LLP’s Julia Anne Matheson and Anna Balichina. But how should you protect packaging, and does the resulting cover provide a viable alternative to trademark legislation?

Litigation/ IP Management/ Trademarks/ Internet & e-Commerce

A review of today's retail shelves suggests a seismic shift in the approach to branding. Unlike the 1990s trend that dictated that the bigger the brand name the better, today's brand owners minimise the visibility of even the most prominent brand names in favour of packaging that offers its own aesthetic appeal.