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· Posted on
December 9, 2024

The Iconic and Shein face off on the legal runway as they battle a Dazie-doozy

The Iconic is getting into a trademark battle against Shein, the $66 billion USD fast-fashion retailer.

What's the key learning?

  • The litigation strategy isn’t without its risks, and these legal battles can drag on for years.
  • Not to mention that this can drain financial resources and distract from the core business operations.
  • This is quite true particularly when you’re fighting against a global powerhouse like Shein… so good luck fighting the good fight, The Iconic.

👉 Background: The Iconic is the Australian e-commerce retailer that launched back in 2011 and has grown to become the most popular fashion app in Australia and New Zealand with more than 6.8 million downloads.

👉 What happened: Now, The Iconic is getting into a trademark battle against Shein, the $66 billion USD fast-fashion retailer. The Iconic claims that Shein has infringed on its trademark of its private label brand called Dazie. That’s because Shein has been selling clothes under its own brand Dazy as well.

👉 What else: After some legal letters, Shein promised to stop selling its Dazy brand... except it didn't. Now, The Iconic is taking Shein to court, claiming that Shein has made profits that they weren’t entitled to.

What's the key learning?

💡In the world of business, litigation can serve as more than just a way to protect your rights—it can become a strategic tool.

💡The Iconic’s lawsuit against Shein does two things:

  • It defends its intellectual property of the Dazie brand
  • It sends a strong message to the market about its desire to protect their brand if anyone else tries something similar

💡We saw this recently when pop star Katy Perry sued an Australian fashion designer who was selling clothes under the Katie Perry name, and she won after many, many years.

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