The Trademark Litigation Dispute Between Gucci And Guess Has Been Going On For Nine Years.

"In May 2012, Italy's luxury brand Gucci prosecuted the infringement case of American leisure brand Guess, and was awarded $4 million 700 thousand in compensation for Gucci.

In May 2013, the Milan court sentenced Gucci to prosecute the Guess trademark infringement case, and the rhombus "G" letter LOGO of Gucci was cancelled.

In November 2013, the Nanjing court ruled that Gucci filed a lawsuit against Guess for trademark infringement.

In February 2015, the Paris court ruled that Gucci prosecuted Guess for infringement.

In December 2016, the European Court decided that Gucci v. Guess infringed on the outcome. "

So far, trademark litigation disputes between Gucci and Guess have been going on for nine years.

In April 18th, the long run lawsuit, which became one of the hot topics in the fashion industry every year, was officially ended with a settlement agreement signed by the two brands.

Although the terms of the agreement have not yet been released, the two sides have agreed that the two companies have realized that it is a very important step to protect their respective intellectual property portfolios and design creativity.

It also means that both sides of the brand will terminate the proceedings of all the countries to be dealt with, including Italy, France and

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Although trademark infringement cases are

China has long been a common industry malady, but there are not many cases of Gucci repeatedly accusing the same brand trademark in different countries for nine consecutive years.

The dispute dates back to 2009. At that time, Gucci appeared in the commodity of Guess, which was composed of green and red stripes and diamond logo patterns. The brand name "G" was made up of a series of merchandise, and it received nearly $200 million in sales, and filed a lawsuit with the US District Court, asking Guess to admit that she had embezzled Gucci's creativity and compensated $221 million on design elements.

Subsequently, Shira Scheindlin, an American District Court judge, said that Guess's Marc Fisher series used green, red, and green stripes exactly the same as trademarks of Gucci, and may result in trademark dilution. In the end, Gucci was awarded $4 million 700 thousand in compensation, and Guess was never allowed to use Gucci's rhomboid "G" letter mark, green red and green stripe logo and other "G" letters.

However, Scheindlin denied Gucci's claim about counterfeiting trademarks, and pointed out that the court made judgments based on the product's design replication and stitches, but this does not include trademark counterfeiting claims.

However, due to the different laws and cognition of intellectual property cases in various countries, in the following series of lawsuits, Gucci started 5 years of repeated defeats and repeated defeats.

Guess chief executive Paul Marciano said after winning the lawsuit in Milan in 2013, Gucci has been trying to block the development of Guess accessories business with the powerful resources of the group.

Paul Marciano believes that this is wrong and unreasonable.

"In fact, this matter can be solved by a simple phone call. There is no need to fight so many lawsuits at all, but Gucci has never had any contact with us in private."