Hello everyone, today I will not make jokes for you, but I will popularize some brand knowledge for you. Recently, I have a foreign trade customer who makes shoes and keeps sending emails saying that the website infringes the copyright. As a result, I learned more about it. It may be a normal phenomenon in China, but it is a big deal when it comes to patent issues abroad. It is like this.
It later became known that Birkenstock, a century-old German brand, has been plagued by frequent "homages" from other brands in recent years, prompting it to take legal action to strengthen its design protection. For example, in 2023, Birkenstock announced that it had applied for design patents for its classic shoes. The reason for this was that sandals released by brands like Balenciaga and Off-White shared highly similar design elements, some even featuring altered toes or materials, causing market confusion. Although Birkenstock argued that its signature footbed design had artistic value, in 2025 Germany's highest court ruled that its sandals were primarily functional and therefore not eligible for copyright protection, creating some obstacles in its fight against counterfeiting. However, the brand has not given up, instead pursuing trademark and design rights to protect its rights. It has also accelerated its global expansion (such as opening its first pop-up store in China) and high-end collaborations (such as with Dior and Valentino) to strengthen its brand identity. Birkenstock's protection strategy is not just a legal battle, but also a dual commitment to cultivating brand value and market influence.
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