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ARTICLE · 17 JANUARY 2025

Victoria's Secret: Protecting Its Iconic Brand

KBZ Zuradzki Barczyk & Partners Advocates and Attorneys-at-law LP
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Victoria's Secret is a household name in the lingerie market, but behind its iconic brand is a significant legal battle to protect its reputation.

PolandIntellectual Property
KBZ Zuradzki Barczyk & Partners Advocates And Attorneys-at-law LP
KBZ Zuradzki Barczyk & Partners Advocates And Attorneys-at-law LP

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Victoria's Secret is a household name in the lingerie market, but behind...

Victoria's Secretis a household name in the lingerie market, but behind its iconic brand is a significant legal battle to protect its reputation.

A key case in this fight was Moseley v. V Secret Catalogue, Inc. (2003), where the U.S. Supreme Court ruled that Victoria's Secret had to prove actual dilution of its trademark (not just likelihood) to win a legal claim. This ruling was based on the Federal Trademark Dilution Act of 1996.

Trademark Dilution Explained

Trademark dilution happens when a famous brand's distinctiveness is harmed by a similar mark—even if the marks are used in different industries. The case centered on a store named "Victor's Secret", which wasn't in direct competition but still posed a risk to Victoria's Secret's brand.

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