Aspiring fashion designers and start-up companies do not always
have the time or resources to consider protecting their brands in
overseas markets. However, they might do so earlier if they
knew the risks.
Once a brand has become established, it can be devastating for a
company to discover it cannot extend its brand internationally
because someone else has got there first. If significant
territories have to be carved out, the commercial value of the
brand can be diminished.
As a first step, aspiring designers should protect their trade
marks in their home market. At the same early stage, they
should already be thinking about registering their trade marks
abroad.
There are people in some countries, China being at the top of
the list, who make a living out of hijacking other people's
trade marks. The problem is also widespread in Turkey and is
seen in places such as South Korea. These individuals spot new
designers and brands early and apply to register their
