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3 U. Cent. Fla. Dep't Legal Stud. L.J. 41 (2020)
Trademark Troll? Louis Vuitton and the Relentless Quest for Brand Protection

handle is hein.journals/ucflaegs3 and id is 42 raw text is: TRADEMARK TROLL? LOUIS VUITTON AND THE RELENTLESS QUEST FOR BRAND PROTECTION Konstantin Gluvacevic I. INTRODUCTION At thirteen years of age, Louis Vuitton left behind his provincial life in the eastern French hamlet of Anchay and embarked on a journey to Paris by foot; this voyage, including the stops he would make to support himself by working odd jobs, would take two years to complete.' In Paris, a sixteen year old Vuitton apprenticed under the supervision of a distinguished box-maker, quickly acquiring himself a repute as being among the city's leading artisans in his craft.2 This reputation led to his appointment as the personal box-maker and packer of Eugenie de Montijo, the Spanish countess who became Empress of France upon her marriage to Napoleon Ill; the famed clientele this appointment attracted prompted Vuitton to leave his apprenticeship and open a Parisian box-making and packing workshop of his own in 1854.3 Over one hundred sixty years later, Louis Vuitton's eponymous brand, formally referred to as Louis Vuitton Malletier, has grown into a global leader in the fashion industry, earning the title of being the world's most valuable luxury brand for six consecutive years (2006-2012),4 which it was also named in 2019.5 That same year, Louis Vuitton was deemed the twelfth most valuable brand in the world, with a calculated brand valuation of $39.3 billion.6 Given this success, as well as the status symbol image that it has fostered, Louis Vuitton is consistently ranked among the most counterfeited brands in the world, with the Organization for Economic Co-Operation and Development specifically identifying Louis Vuitton as a brand that is at particularly high-risk for counterfeiting,7 while valuing Louis Vuitton's trademark worth at $22.5 billion.8 In response to the rampant 1 Olivia Holborow, Louis Vuitton, Vogue UK, 2012, https://www.vogue.co.uk/article/louis-vuitton (last visited Feb. 17, 2020). 2 Id. 3 Id. ' Andrew Roberts, Louis Vuitton Tops Hermes as World's Most Valuable Luxury Brand, Bloomberg, 2012, https://www.bloomberg.com/news/articles/2012-05-21/louis-vuitton-tops-hennes-as-world-s- most-valuable-luxury-brand (last visited Feb. 17. 2020). 5 See Forbes, Louis Vuitton, 2019, https://www.forbes.com/companies/louis-vuitton (last visited Feb. 17, 2020). 6 Id. ? OECD/EUIPO, Trade in Counterfeit and Pirated Goods: Mapping the Economic Impact, 2016, https://doi.org/10.1787/9789264252653-en. Citing the discussion at 54. 8 Id. at 30. 41

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