By: Pravalika Surakanti
From Volume 15 (2025-2026)
Download this article in PDF format from the Jerome Hall Law Library’s Digital Repository.
Abstract:
The paper focuses on the concept of trademark dilution in relation to luxury fashion brands in international markets. Focusing on the United States and the European Union, it will look at the different approaches these regions take and how certain holdups in dilution law affect fashion companies’ global brand protection strategies. The paper looks at the application of the Federal Trademark Dilution Act, the EU Trademark Directive, and other essential laws to their respective jurisdictions’ cases to determine the trends of trademark dilution claims. It is found that both regions provide luxury fashion houses with substantial protection; however, the European Union provides a stronger, more unified protection across markets. The paper then analyzes how the application of these laws likely led to decreased dilution claims in the United States but maintained claims in the European Union. Further investigation finds that it is likely that these claim trends in the U.S. and EU will continue. Using this information, the paper suggests actions and strategies for fashion companies to take into account while attempting to protect the meanings and associations connected to their marks.
