The Lycra company has released a new advertising campaign that focuses on 360 degree trademark protection and sends a strong message about brand infringement to the legwear industry.
The ad campaign elaborates on how The Lycra Company fiercely protects the integrity of its flagship brand and warns against creating counterfeit hosiery garments that can damage the consumer’s perception of the brand. In the ad, the company further warns that using their logo on garments made with competing elastane is prohibited and such products may be seized and destroyed.
“This level of enforcement is necessary to create value for our customers and their consumers and to protect our trademark rights. Knitters, brands and retailers know that when they use Lycra fibre, The Lycra Company supports them and their investment in our brands,” the company added.
These Zero Tolerance ads are currently running in trade journals both online and in print and on billboards and buses in knitting regions. Ads will run in UK, Italy, Turkey and Poland and may expand in additional regions in 2020.