Details
- Publication date
- 10 January 2022
- Author
- European Innovation Council and SMEs Executive Agency
- Publication type
- IP Guide
Description
In China, the most prominent issue facing the furniture sector is the risk of copycats, either through design imitation and/or brand counterfeiting. The growth in demand represents a challenge for the furniture industry as brands need to rapidly create new items with new styles and designs for interested consumers. The new models are then presented to the public, retailers and buyers during trade fairs or inside showrooms. At the same time, the increase of production causes the level of advertising and marketing communications to rise, through detailed catalogues, massmedia and online channels. This increase in production and communication activities augments the exposure of a brand and ultimately raises the risk of “copycats” of exclusive designs by competitors. In this regard, it is essential for industries operating in the furniture sector to develop a strategy to protect their intellectual property rights (IPR).