The Cross Straits Research in Intellectual Property Applied on Fashion Brand –A Case Study of UNIQLO and H&M

• Main Authors: Nai-Ann Jia, 賈乃安
• Other Authors: Dr. Sheng-San Cheng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/25027917733940345420

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 102 === Clothing and textile industry has witnessed its prosperity for decades in Taiwan and has brought in huge amount of dollars from export. Because of the overall changes in recent years, government and industry expect companies to leap out of the role as OEM and begin to focus on fashion design and own brand. Nevertheless, popular clothing product or brand counterfeiting has been rampant. Therefore, intellectual property rights protection must be synchronized in place to prevent the occurrence of related violation. In this study, cross-strait trade mark and patent database have been utilized to analyze how intellectual property rights involve in the internationally renowned fashion clothing brands—UNIQLO and H & M. Findings from the study showed that intellectual property information can predict the future of brand strategy and transnational business diversification. In addition, this study also found that even though UNIQLO and H & M are not likely to tackle patents, but these two brands uniquely deal with their trademarks. Through this study, suggestions are presented for Taiwanese local brands to allocate intellectual property rights and business strategy with care.