From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding

IF 1.3 Q1 LAW
Laws Pub Date : 2023-05-19 DOI:10.3390/laws12030046
Marlena Jankowska, Berenika Sorokowska
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引用次数: 0

Abstract

The purpose of this study is to explore the interaction between copyright, branding, marketing, and heritage protection with regard to a fashion brand. The authors use analytical-critical and legal-dogmatic methods, supplemented with desk research, a case study approach, and a review of the marketing literature. This paper argues that the top-tier fashion brands use the concept of artification in order to build their brands, mesmerize clientele, and increase revenues. Although design and reference to the arts play a major role in the luxurious and premium end of the fashion business, this analysis proves that the top players do not necessarily observe the appropriate laws in these areas. The reader will see examples of the flouting of basic legal constraints by big players, e.g., copyrights or property rights, including the monetisation of the creativity of others with the expectation of no legal challenge. Offenders capitalise on the likelihood that a legal suit is too demanding for smaller players, such as foundations or museums.
从时尚品牌到艺术品:分歧思维、版权法与品牌
本研究旨在探讨时尚品牌的版权、品牌、行销与遗产保护之间的互动关系。作者使用分析-批判和法律-教条式的方法,辅以案头研究,案例研究的方法,并检讨营销文献。本文认为,顶级时尚品牌运用人为的概念来建立品牌,吸引顾客,增加收入。虽然设计和对艺术的借鉴在时尚行业的豪华和高端端发挥着重要作用,但这一分析证明,顶级玩家不一定遵守这些领域的适当法则。读者将看到一些大玩家无视基本法律约束的例子,例如版权或财产权,包括在不面临法律挑战的情况下将他人的创造力货币化。对于基金会或博物馆等规模较小的机构来说,法律诉讼的要求可能太高,违法者利用了这一点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Laws
Laws LAW-
CiteScore
2.00
自引率
16.70%
发文量
77
审稿时长
11 weeks
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