After 3 years of evidence collection and trials Gucci finally won a trademark lawsuit against Guess. We have already written about the case and presented our evidence comparing Gucci and Guess products back to back. The viewer was to analyze and make conclusions, but case definitely had grounds. Famous GG logo has been used in a very similar fashion by Guess, disregarding the fact that GG stands for Guccio Gucci and has been around for 100 years, while Guess only has one “G” in their brand name. Very minor interpretation of the logo was used by Guess in purses, shoes and glasses imitating the famous pattern style, brown/beige color combination and even font style. Gucci has used single G in bold style, and in the past few years spelled entire word Gucci in Italic font. Guess followed both examples in their products.
Among another violations were examples of Guess using red and green stripe, shapes and designs of various products and “coincidental” timing with which these were coming out – always after Gucci releases to the stores.
While Gucci has won, they were only awarded $4.6 million dollars in damages instead of $200 that they were seeking. This perhaps has something to do with the fact that the lawsuit took stands in the United States, native to Guess. Even to be fair, trademark infringement was hard to deny, how $4.6 million figure came about is unclear.
The judge Shira Scheindlin in her final statement wrote: “Over the past three years, the parties have put in countless hours and spent untold sums of money, all in the service of fashion–what Oscar Wilde aptly called ‘a form of ugliness so intolerable that we have to alter it every six months.’ It is my hope that this ugliness will be limited to the runway and shopping floor, rather than spilling over into the courts.”
In the meanwhile this Spring one can find a new Guess collection, that to me looks way too much similar to iconic Chanel – little rectangular quilted pursues with the chain handle. Is this a beginning of a new fashion wave or targeted marketing endeavor by Guess marketing department?