Dreaming of dollars annually. According to Kevin V.

Dreaming
of being a successful fashion designer who is known for its fame. Setting my
dream high so that I can work hard to the point where I can be successful even
if I don’t reach my goal. My goal in my major is to be a famous fashion
designer who have his own fashion brand under his name. because of my high
stated goal, there are tons of questions I must research about. Although this
research paper is an assignment that would be graded, this can be a huge
benefit on deciding my major since I don’t have any good sense of what it truly
means to be a fashion designer.

The
fashion and apparel industry are big business in both the United States and
abroad. With the growth of the fashion industry and the role of the media in
disseminating fashion commentary, public awareness about prominent fashion
designers, and the creations of such designers is at an all-time high. The
apparel manufacturing industry generates hundreds of billions of dollars
annually. According to Kevin V. Tu (author of “Counterfeit Fashion”), In 2007,
Americans alone spent $195.6 billion on apparel. In 1999, sales of clothing and
apparel were estimated at $784.5 billion intonationally. The growth of the
fashion industry has spawned an increased public awareness for fashionable
“designer products.

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Fashion
is everywhere. But just because we see fashion everywhere, it doesn’t represent
where fashion stands in terms of economy. the luxury industry of fashion has
been one of the most important part in evolution of contemporary societies,
growing in sales and global reach over the last two decades. Sales of luxury
clothing/goods have tripled in the last two decades, ballooning to almost $300
billion in worldwide retail sales value in 2015. Clothing in particular has
been a primary element of the luxury goods industry, accounting for about 24
percent of global luxury market sales. The United States and China are
currently the biggest players in the luxury goods market. Aside from china
being one of the biggest players in the market, the United States is the
largest global market for luxury goods, accounting for about 31 percent of all
sales worldwide. In 2015, retail sales of luxury goods in New York brought in
about $8 billion more than Japan, the world’s second largest global market.
United States takes most part of the market in terms of salary of luxury goods.

Just
because United States have largest market for luxury goods, it doesn’t mean
that others are falling behind. China, as an emerging market that particularly
invested in the cultural implications of clothing and decadence, becoming the
third-largest luxury goods market. Over the last 30 years, the growth of
china’s economy and urbanization taking place throughout china has changed the
economic focus from manufacturing goods to consuming them. China’s gross GDP
has grown almost 10 percent per year since the 1980’s, the fastest sustained
expansion by a major economy in history and became the world’s second largest
economy. Expansion of economy developed china’s middle class, who purchased
luxury goods and use luxury goods as a way to enjoy their way of life.

Westerners
has been famous for its luxury goods and their brand. Western luxury brands are
adapting to accommodate the changes in china’s economic focus from
manufacturing based growth to consumption habits and have refined their
branding strategies accordingly by diversifying how to reach this new Chinese
market. Meanwhile some brands are finding progress through personalization and
new lodes of presenting their products, other brands are showcasing
sociohistorical importance of their products and production processes to
attract the emerging middle class in china. As the market for luxury goods
expands among the Chinese middle class, there are some concerns about
enforcement and protection of the intellectual property rights owned by luxury
clothing designers and the fashion houses which they work.

How
can being a famous brand work in fashion industry? According to Thomas Dana, the
more popular a brand is, the more likely it is that the brand will be
counterfeited. When the quality of counterfeit products is less than the
original versions, the counterfeits damage the reputation and brand image of a
fashion company because traditional luxury goods consumers may find the genuine
items less desirable if there is a rapid increase of the counterfeit versions
of it. The costs of combating counterfeiting creatives innovation by young
designers who don’t have the money to monitor and litigate counterfeit
channels. Without the ingenuity of designers, there will be a lack of cultural
innovation to economic growth.

Fashion
designers/designs are protected under the law in terms of counterfeited designs.
According to Kevin V. Tu (author of “Counterfeit Fashion”), fashion designs
under United States law provides a spotty defense against counterfeit and
knockoff designs. Under the Copyright Act, sufficiently original and non-utilitarian
designs may qualify for protection. The inherent usefulness of apparel,
however, traditionally exists as a barrier to protection through copyright law.
Given the lack of protection available under copyright law, many designers have
turned to trademark law and secondary meaning in trademarks as a means of
circumventing the requirements of copyright law to receive some form of legal
protection.” Trademark law has been extended to the point that, at least
in some circumstances, it protects utilitarian items of an arguably minimal
original nature because of the recognizable nature of the item. Under these
circumstances, trademark law functions to protect designs that would otherwise
be in the public domain under copyright law.” Even where protection is
granted on the basis of secondary meaning, the lofty requirements of attaining
such status result in protection for only a small portion of fashion designs.

How
can a brand survive in fashion industry with all other brands competing each
other? According to ‘Golden Opportunity’, When a brand’s logo or signature
design becomes a valuable item for the fashion house, domestic laws and
international agreements treat the intellectual property as any other
internationally valuable asset, protecting the creative investment made by the
designers and the financial investments made by the corporate backers. Luxury
fashion brands have potential to remain present and lauded for many years.

According
to Brook. J. Intl l, The EU trade mark regime confers certain privileges to marks
being used in commerce, which protect a brand or a logo. In addition, designers
have the option of filing for design protection. Designs can receive protection
throughout the Member States easily and, even if a design has not been
registered with the EUIPO, it still receives certain benefits. The combination of
trademark and design legislation allows for designers to comprehensively
protect their brand name and their creative works. The EU’s regional protection
of designs and trademarks confers privileges and provides incentives for young designers
to engage in commerce, develop new designs, and expand their global influence.

Over
the last two decades, people have been involved with fashion no matter what
their classes are, most of the famous brands are supported by middle class
people. America has been one of the biggest players in the fashion industry and
their economy. The fashion industry has played an important part in cultural
evolution of societies, growing rapidly in sales and global reach over the last
two decades. Sales of fashion products have tripled in the past twenty years.
Fashion industry has been growing with incredible speed and it’s now one of the
leading face of economy in the world. Fashion industry will keep growing larger
and lager with new goods coming out every year and support of people who are buying
the goods. Fashion will evolve just like it did till now from twenty centuries ago.