Undaunted by the costs and relatively small awards in its previously successful cases Burberry is embarking, yet again, on a legal action this time against TJ Maxx for allegedly selling counterfeit "Burberry" items. TJ Maxx, (which trades as TK Maxx in the UK) is known for selling cut-price designer products, contends that they did not set out to deceive anyone suggesting that their customers were led to believe that they were buying products which were simply similar to those of Burberry.
The Burberry revival some years ago, orchestrated by Rose Marie Bravo with the aid of Kate Moss, Christopher Bailey and Mario Testino, sometimes seems to have made an equal amount for the counterfeiters as for Burberry, once the brand was embraced by the soap stars and the footballer's wives.
It is important for luxury brands to protect their position in the market and not let cheap copies diminish their reputation and brand.
© Tanda Migliorini & Associates LLP 2011