The dupe(d) economy - En granskning av skyddsmöjligheterna för retailprodukter ur ett företagsekonomiskt perspektiv
(2019) JURM02 20191Department of Law
Faculty of Law
- Abstract
- Today’s society can easily be described as a connected copy-cat society. Never before have things been as accessible as they are today and never before have things been copied at the pace they are being copied today. The word copy have been replaced by the word dupe and dupes as such appears to have become a widely accepted phenomena within the fashion industry. Fast-fashion companies like Zara, Primark and H&M are copying the big runway-brands as well as smaller designers. At the same time the big runway-brands are copying each other as well as smaller designers and vice versa.
Intellectual property rights are designed to encourage creativity and innovation by providing a protection for the potential commercial gain that can spring... (More) - Today’s society can easily be described as a connected copy-cat society. Never before have things been as accessible as they are today and never before have things been copied at the pace they are being copied today. The word copy have been replaced by the word dupe and dupes as such appears to have become a widely accepted phenomena within the fashion industry. Fast-fashion companies like Zara, Primark and H&M are copying the big runway-brands as well as smaller designers. At the same time the big runway-brands are copying each other as well as smaller designers and vice versa.
Intellectual property rights are designed to encourage creativity and innovation by providing a protection for the potential commercial gain that can spring from it. Products that have gained IP-protection are often preceded by extensive investments going into product development, branding and production. Such investments are linked to large risks and in ordet to be able to encourage continuous investments it is crucial to be able to provide for adequate protection possibilities. This thesis examine retail products and the legal context and protection possibilities they are surrounded by.
Through a cross-disciplinary perspective the thesis analyses the different protection possibilities available to retail products from a business perspective. The thesis focuses on the possibilities the IP-law provides but also covers the marketing law briefly as it too provides possible protection.
There is an extensive amount of regulations on the area all aiming to provide protections that benefit the trade and industry. After at closer examination done through the thesis it seems as the actual effects and area of protection can be questioned. Despite the extensive regulations with a stated purpose to provide the kind of protection sought after creating dupes without repercussion appears easy while the procurement and monitoring of rights appears costly and hard.
What initially appeared to provide a flurry of available protection and a robust safety net in reality appears to only be available to those with a significant amount of capital and knowledge where the alternative costs and risks are high and the potential gain often unsure and low. (Less) - Abstract (Swedish)
- Vi lever idag i vad som enkelt kan liknas vid ett uppkopplat copycat samhälle. Aldrig förut har saker varit så tillgängliga för oss och aldrig förut har saker blivit kopierade i den takt de blir idag. Ordet copy har blivit ersatt av ordet dupe och kopiorna framstår ha kommit in i finrummet. Fast Fashion företag som Zara, Primark och H&M kopierar de stora modehusen såväl som mindre designers. Samtidigt kopierar även de stora modehusen varandra och mindre designers såväl varandra som de stora modehusen.
Immateriella rättigheter är designade för att uppmuntra till kreativitet och forskning genom att erbjuda ett skydd för den kommersiella vinning som kan komma ur detta. Bakom produkter som är immaterialrättsligt skyddade ligger ofta... (More) - Vi lever idag i vad som enkelt kan liknas vid ett uppkopplat copycat samhälle. Aldrig förut har saker varit så tillgängliga för oss och aldrig förut har saker blivit kopierade i den takt de blir idag. Ordet copy har blivit ersatt av ordet dupe och kopiorna framstår ha kommit in i finrummet. Fast Fashion företag som Zara, Primark och H&M kopierar de stora modehusen såväl som mindre designers. Samtidigt kopierar även de stora modehusen varandra och mindre designers såväl varandra som de stora modehusen.
Immateriella rättigheter är designade för att uppmuntra till kreativitet och forskning genom att erbjuda ett skydd för den kommersiella vinning som kan komma ur detta. Bakom produkter som är immaterialrättsligt skyddade ligger ofta omfattande ekonomiska värden i form av investeringar i exempelvis produktutveckling, branding och tillverkning. Investeringen är förenad med stora risker och för att fostra fortsatta investeringar är det av vikt att kunna tillgodose väl fungerande skyddsmöjligheter. Uppsatsen tar fokus på retailprodukter och undersöker den rättsliga skyddskontext de befinner sig i.
Genom att anlägga ett disciplinöverskridande perspektiv utreder uppsatsen rättskritiskt de olika skyddsmöjligheter som finns för retailprodukter ur ett företagsekonomiskt perspektiv. Framställningen fokuserar på de immaterialrättsliga möjligheterna men behandlar även marknadsföringsrätten då även den erbjuder ett potentiellt skydd.
Det finns en omfattande lagstiftning på området med syfte att skapa ett skydd som främjar näringslivet. Efter en närmare granskning framstår skyddets reella effekter dock kunna ifrågasättas. Trots de omfattande regelverken är kopiering lätt och övervakandet och tillvaratagandet av rättigheter är svårt och dyrt.
Vad som vid en initial överblick framstod vara en uppsjö av skyddsmöjligheter och ett robust skyddsnät ter sig i realiteten vara något som främst är tillgängligt för de med en betydande andel kapital och kunskap där alternativkostnaderna och riskerna är höga och den potentiella vinningen ofta är låg och osäker. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8977574
- author
- Nyström, Amanda LU
- supervisor
- organization
- course
- JURM02 20191
- year
- 2019
- type
- H3 - Professional qualifications (4 Years - )
- subject
- keywords
- EU-rätt, Företagsekonomi, Förmögenhetsrätt, Dupe, Fast-fashion, Immaterialrätt, Branding, Retail
- language
- Swedish
- id
- 8977574
- date added to LUP
- 2019-06-24 11:10:11
- date last changed
- 2019-06-24 11:10:11
@misc{8977574,
abstract = {{Today’s society can easily be described as a connected copy-cat society. Never before have things been as accessible as they are today and never before have things been copied at the pace they are being copied today. The word copy have been replaced by the word dupe and dupes as such appears to have become a widely accepted phenomena within the fashion industry. Fast-fashion companies like Zara, Primark and H&M are copying the big runway-brands as well as smaller designers. At the same time the big runway-brands are copying each other as well as smaller designers and vice versa.
Intellectual property rights are designed to encourage creativity and innovation by providing a protection for the potential commercial gain that can spring from it. Products that have gained IP-protection are often preceded by extensive investments going into product development, branding and production. Such investments are linked to large risks and in ordet to be able to encourage continuous investments it is crucial to be able to provide for adequate protection possibilities. This thesis examine retail products and the legal context and protection possibilities they are surrounded by.
Through a cross-disciplinary perspective the thesis analyses the different protection possibilities available to retail products from a business perspective. The thesis focuses on the possibilities the IP-law provides but also covers the marketing law briefly as it too provides possible protection.
There is an extensive amount of regulations on the area all aiming to provide protections that benefit the trade and industry. After at closer examination done through the thesis it seems as the actual effects and area of protection can be questioned. Despite the extensive regulations with a stated purpose to provide the kind of protection sought after creating dupes without repercussion appears easy while the procurement and monitoring of rights appears costly and hard.
What initially appeared to provide a flurry of available protection and a robust safety net in reality appears to only be available to those with a significant amount of capital and knowledge where the alternative costs and risks are high and the potential gain often unsure and low.}},
author = {{Nyström, Amanda}},
language = {{swe}},
note = {{Student Paper}},
title = {{The dupe(d) economy - En granskning av skyddsmöjligheterna för retailprodukter ur ett företagsekonomiskt perspektiv}},
year = {{2019}},
}