Supreme May Enter The Chinese Market With The Help Of The Right Event.

Supreme ltalia, known as "Canada Supreme", has just started a large number of queues in China, and the United States is finally unable to resist Supreme.

According to the world clothing and shoe net, according to information from Hongkong trend information platform, Supreme American legal adviser claimed that goods in Supreme ltalia stores were not allowed to be sold in law, because Supreme ltalia was registered in China and New York Supreme is working with local law enforcement agencies in China to safeguard trademark rights. Supreme

For this dispute, the industry believes that the opening of Supreme ltalia in China's behavior provoke Supreme, the future Supreme may launch a large-scale activist activities, and is likely to take advantage of the right name events to enter the Chinese market.

China market dispute

At the end of the Supreme ltalia shop in Shanghai, Supreme finally made a statement. According to the fashion trend website Hypebeast, citing the Supreme US legal adviser, Supreme ltalia has no registered trademark in China. Therefore, it is prohibited to promote, manufacture or sell any products with Supreme, Supreme ltalia or Supreme Supreme trademarks. Not only that, Supreme also denied the Italy court decision on the previous media reports. Supreme said that he had not lost any lawsuit against Supreme ltalia, but won every intellectual property lawsuit. Therefore, Supreme ltalia has no right to operate in Italy, and the judicial ban was lifted in 2017.

There is a discrepancy between this statement and previous reports on the dispute between the two brands. It has been reported that Italy court has determined that Supreme Italia can be produced in accordance with the rules of legality and does not constitute an infringement offence according to the confusion between the two brands and the appearance of the products. In addition, at the end of March 2018, at the invitation of a well-known agency in Hongkong, Italy supreme Italia had entered China through legal authorization.

In response to Hypebeast's Supreme American legal adviser's message, the reporter tried to call Hypebeast's operation company in mainland China, HP Culture Communication (Beijing) Co., Ltd. to verify the phone number, but has always been prompted that "now the network is busy."

True or false Supreme

In fact, Supreme Italia is well known to Chinese consumers. It was the Oolong incident produced by Samsung in conjunction with the brand in mid December last year. Although Samsung announced that it stopped working with Supreme Italia in February this year, it also triggered a series of "brand building" disturbances. Taking this opportunity, Supreme Italia landed its first store in Shanghai in March 7, 2019 and said it would continue to expand the Chinese market.

In fact, Supreme, which is well known to the public, was born in Manhattan, New York, in 1994. It was founded by James Jebbia. It is a combination of skateboard, Hip-hop culture and skateboard based American street apparel brand. It takes New York's emerging skateboarding as its main axis. At that time, many famous skateboarder and street artists in the city often gathered in the store of Supreme. Gradually, Supreme became a street trend brand representing New York street culture, especially skateboard culture.

Supreme Italia was founded by Camorra, a local group in Italy. The group noticed that Supreme, which had been popular in the United States, had not registered a trademark in Italy. So it grabbed the Supreme Italia and Supreme Spain (Spain Supreme) before grabbing the other party in Camora.

According to previous reports, Supreme Italia stores in Shanghai mainly sell products with "Supreme" words, including T-shirts, hats, backpacks and skateboards. The products are similar to those of Supreme in the United States, both in terms of decoration style and product design style.

A good time to enter China

Zhang Peiying, an honorary consultant and fashion industry expert at the luxury Chinese Union, seems to be totally irritated by Supreme ltalia's opening shop in China. In the future, Supreme will launch large-scale activities of safeguarding rights, and may enter the Chinese market with the help of event fever. Last week, when the Supreme Italia China store just opened, Zhang Peiying told reporters that if the US Supreme did not respond, as Supreme ltalia increased its publicity in the Chinese market, its fame might surpass the US Supreme and even expand the Chinese market in one fell swoop, becoming a "genuine Supreme" in consumer cognition.

Actually, not only Supreme Italia, but also Shenzhen has opened a "Supreme". The cake in the Chinese market has been eyed by many "Shanzhai" enterprises. Zhang Peiying told reporters that in the face of these enterprises' attacks, Supreme seems to have been cautious about the Chinese market. This is not because the Chinese market has no room for expansion, but Supreme believes that China has no street culture and is inconsistent with the brand concept, so it is reluctant to enter the Chinese market. Up to now, Supreme has only laid down physical stores in 4 countries, including the United States, Britain, France and Japan.

But in the face of all kinds of "Shanzhai" Supreme's "forced" behavior, Zhang Peiying believes that Supreme will launch counterattack. Before competitors have fully occupied the Chinese market, Supreme will have the opportunity to grasp the market opportunities and expand the physical stores to the Chinese market with the help of the rights protection.