企業智慧財產管理機制之探討—以時尚產業為例

Abstract

時尚產業在當今的消費模式下並不侷限於金字塔頂端的高級時裝產業，亦包括價格親民的快時尚產業。無論是高價奢侈品牌、中價位品牌或零售連鎖品牌，都可能面臨智慧財產侵權糾紛。故時尚產業可運用的智慧財產權類型、智慧財產權建構模式，以及時尚產業遇到侵權糾紛時應如何維護權益，皆為企業經營中非常值得探討的議題。 本研究藉由三件發生在台灣的侵權案例，包括全球最大精品集團LVMH旗下的法國精品CELINE與GIVENCHY聯合控告本土皮件公司侵害其手提包著作權，西班牙中價位休閒鞋品牌CAMPER控告本土鞋業公司侵害其商標權，以及瑞典快時尚品牌H&M對經濟部智慧財產局提出行政訴訟要求撤銷本土企業商標權等智慧財產權訴訟戰，探討國際品牌與本土企業在法院攻防過程中面臨的法律議題，以及兩造在訴訟過程中發生的智慧財產管理議題，進而對時尚產業的智慧財產管理機制提出建議。Under current consumption pattern, the fashion industry is not only limited to the expensive luxury fashion industry, but also includes the affordable fast fashion industry. However, different brand positioning of fashion industries may encounter silimar intellectual property infringement disputes. Therefore, the fashion industry entrepreneurs should take account of the types of intellectual property rights that can be applied as well as the construction of intellectual property rights. In the meanwhile, how to defend rights in the infringement disputes is also a critical issue. This study will discuss the rights protection actions took by international well-known corporations, including the French luxury brands CELINE and GIVENCHY under LVMH Group, Spanish casual shoe brand CAMPER, as well as the Swedish fast fashion brand H&M, in a copyright infringement litigation and two trademark infringement litigations against domestic corporations. Further, this study will discuss legal and management issues of intellectual property rights in view of both parties through the said litigations. In conclusion, this study may provide the fashion industry entrepreneurs with a reference to construct their own intellectual property management mechanism.