A shoe manufacturing company in another state, Vans, recently claimed that Target engaged in trademark infringement when it created its Wild Fable brand, which launched last fall. It has thus filed a lawsuit against the department store company. Likewise, any business in Massachusetts that believes it is a victim of trademark infringement can seek damages through the business litigation process.
In the recent out-of-state case, Vans claimed that Target purposely copied its 1970s Old Skool shoe for skaters. This shoe has a white squiggle on it that Vans apparently trademarked back in 1998. According to the lawsuit, the skater shoe has remained instantly recognizable and consistently popular over the years.
Vans asserted in its lawsuit that its brand has been connected to youth culture, pop culture and street culture for years and has built a reputation for being authentic. However, Target is reportedly borrowing Vans' reputation in an effort to confuse Generation Z shoppers with its Wild Fable Camella Lace-Up shoe. Target's goal in doing this, according to Vans, is to boost its new line's sales.
These types of trademark infringement business litigation cases can be successful if the plaintiffs, with the help of an attorney, can demonstrate that the defendants' use of their trademarks may spark confusion among consumers and thus cause the plaintiffs to lose business. Understandably, such a situation could have a negative impact on the plaintiff's financial future. A successfully fought case may lead to the recovery of monetary damages associated with the trademark infringement in Massachusetts.