Burberry Sues Target Over Trademark Check

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The British fashion house filed a trademark infringement and counterfeiting lawsuit against Target last week in New York federal court.

By Hilary George-Parkin, WWD

Burberry is out to defend its most recognizable asset: its signature check print.

The British fashion house filed a trademark infringement and counterfeiting lawsuit against Target last week in New York federal court, alleging that the retailer has been selling products that bear “blatant reproductions” of its trademark check, a print introduced in the 1920s and used on countless designs since.

According to the suit, Burberry sent Target a cease-and-desist letter in early 2017 after finding “unauthorized copies” of the pattern on items in the chain’s stores including eyewear, luggage and water bottles. Rather than complying with the letter, Burberry alleges, Target several months later began selling scarves — a Burberry mainstay — also bearing the check print, which were “superficially indistinguishable” from the real deal (albeit at a small fraction of the price).

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