IIIP & WIPO to host conference on fashion & intellectual property
29 Jul '05
3 min read
The conference will also address questions relating to brand equity, which is a key asset for fashion houses, both large and small, the world over. Fashion brands are central to the marketing strategies of fashion houses enabling companies to establish a bond with their customers through their brand names and to expand their client base. These assets are protected through the registration of trademarks and protection of associated artwork by copyright law.
While patents may not immediately spring to mind when considering the fashion industry, patent-protected technologies can equally put a fashion business ahead of the competition. A portfolio of patents may, for example, reflect technical superiority in the development of new fabrics that do not crease, or are softer, or more weather-resistant. Companies with a strong patent portfolio in fabric technology, for example, are well placed to attract new business partners or investors.
Similarly, in some fashion businesses, core trade secrets may underpin an entire business strategy. For example, a company whose business is built on the speedy delivery of a limited quantity of fashion products may depend on trade secrets to protect its computer-implemented software-based business models. Trade secrets may range from a list of key suppliers and/or buyers, to use of software tools for fashion design, to logistics management of the entire value chain.
The fashion industry is driven by creativity andby the intellectual capital invested in it. The tools of the IP system thus play an important role in establishing and consolidating a company's market position.
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