Battle of the Handbags - Louis Vuitton v. Dooney & Bourke
What is the standard for determining whether the use of a similar mark is likely to cause consumer confusion and lead to trademark infringement?
If you don’t think handbags carry important legal issues, consider the Second Circuit’s statement,
We cannot help but observe that for the person carrying it, a handbag may serve as a practical container of needed items, a fashion statement, or a reflection of its owner's personality; it may fairly be said that in many cases a handbag is so essential that its owner would be lost without it.
Louis Vuitton Malletier v. Dooney & Bourke, 454 F.3d 108 (2d Cir. 2006).
In assessing the likelihood of confusion in a trademark infringement case, courts will consider the non-exclusive multi-factor Polaroid test which includes, (1) the strength of the mark, (2) the similarity of the two marks, (3) the proximity of the products, (4) actual confusion, (5) the likelihood of plaintiff's bridging the gap, (6) defendant's good faith in adopting its mark, (7) the quality of defendant's products, and (8) the sophistication of the consumers. Id. at 116. The similarity of the marks is a key factor in determining likelihood of confusion, and was particularly important in the battle of the handbags trademark infringement case.
The Second Circuit noted that the district court made a mistake in its likelihood of confusion analysis by “inappropriately focusing on the similarity of the marks in a side-by-side comparison instead of when viewed sequentially in the context of the marketplace”. Id. at 117. The Second Circuit recognized that a side-by-side comparison can be useful, as long at the court remains focused on the issue of consumer confusion, and that the law only requires confusing similarity and not identity. Id. at 117. So, while the Louis Vuitton bag and the Dooney & Burke bag look very different side-by-side, the court must consider whether the differences between the marks are “likely to be memorable enough to dispel confusion on serial viewing” in the context of the marketplace. Id. at 177, citing, Louis Vuitton Malletier v. Burlington Coat Factory Warehouse Corp., 426 F.3d 532, 538 (2d Cir.2005).
The Second Circuit recognized that the district court overemphasized the side-by-side comparison, and held that “because no single factor is dispositive, we must remand for the district court to revisit the entire analysis, under the new standard,” keeping in mind the context of the marketplace. Id. at 118.
So, in a trademark infringement case, the standard for determining whether the use of a similar mark is likely to cause consumer confusion is sequential viewing in the context of the marketplace, and not merely a side-by-side comparison.
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