Target under fire again for trade mark infringement
One of the most recognisable US retailers, Target have not behaved very well recently when it comes to trade marks.
In addition to the claim they received from Burberry, Target have now received a trade mark infringement claim from Universal Standard.
Universal Standard are a clothing brand who prides themselves on creating clothes for all women, not matter their size or shape. It is especially known for its denim products.
The company has protected its brand with a US trade mark for the words ‘Universal Standard’. In addition to this, the claim states that “Universal Standard has expended substantial time, resources and efforts to obtain an excellent reputation for its brand.”
It is their belief that Target’s actions are to benefit from this reputation.
The claim is against Targets clothing line, Universal Thread.
The claim also goes on to state that Target have copied Universal Standard’s brand concept as the Target range describes itself as to going to “great lengths to perfect every fit, in every piece, in every size”.
The claim highlights the risk of confusion between the lines, and the likelihood that consumers will believe there is a link.
Universal Standard are claiming damages and an injunction.
This year is turning out to be an expensive year for Target, if they are on the losing end of both claims. Watch this space for updates.
By Ellis Sweetenham