Can Burberry Survive Without Its Iconic Check?

Can Burberry Survive Without Its Iconic Check?

Burberry heads back to court over its Haymarket check, but this time it's serious...

Burberry could face losing its iconic check print if a court ruling by the Chinese authorities goes against them.

Appealing against a decision to cancel the trademark protection the British brand holds over the famous Haymarket check, when used on leather goods, it could be all change for the world-famous fashion house.

Earlier this month, China’s Trademark Office canceled Burberry’s trademark for the taupe, black, white and red check pattern — one of the brand’s oldest plaids — on grounds that it had barely been used over the past three years.

'Burberry is appealing against a recent decision by the China Trademark Office in relation to the Burberry Check trademark, which relates only to leather goods', the British brand said in a statement on Wednesday.

'The Burberry Check remains a registered trademark exclusively owned by Burberry and no other parties can use the mark without Burberry’s proper authorization. Burberry always takes the strongest possible action against those who use its trademarks unlawfully.'

'As a global luxury brand, Burberry considers the protection of its trademarks vital to the health of its business and brand,” Burberry added. 'We are confident that our appeal will be successful.'

Synonymous with the brand’s heritage, Burberry has battled continuous cases of counterfeit for years – but the ruling could mean that copying the print is completely legal in China.

What do you make of the news?

By Jessica Bridgeman

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