MELBOURNE: Kookai Australia has
launched a preemptive strike against competitors
attempting to
knock off its creations.
The womenswear retailer has committed to a long-term strategy of registering its designs, with the first batch of protected product hitting stores earlier this month. Once a registered design has been certified, the company can take legal action against what it sees as an “increase” in the number of retailers copying its garments.
Kookai Australia marketing representative Danielle Truter said approximately 60 designs had been registered as part of the February drop, with in-house designers already filing applications for future deliveries.
“We want to protect our brand reputation, our designers and our customers’ right to purchase an original Kookai design instead of a cheap version by a retailer that has copied our designs,” she said. “We intend on filing design applications on the majority of our products.”
Once a new concept has been approved for production, the Kookai creative team will automatically file a design application. Truter confirmed each design was then registered for a period of five years, with an option to renew for a further five years.
To find out more pick up a copy of Ragtrader's February 26 issue, on newsstands tomorrow.