Trademark and Branding Issues in Wearable Technology

The fashion and technology industries are merging to create a “new” category of product: wearable technology. Some of the first wearable tech products may have been considered bulky or nerdy rather than haute couture, but the tide is changing as the technology incorporated into fashion is refined and new fashion-forward tech is coming to market.   

Join returning faculty member and recently profiled thought leader in wearable technology, Rachel Kronman, as she discusses brand protection issues related to wearable tech. Rachel begins by discussing the scope of wearable technology, including recent examples of new products. Rachel then covers the fundamental agreement brand owners must tackle when embarking on a new wearable tech product, the co-branding or license agreement, including how trademark ownership should be addressed, options for branding the product, decisions about trademark enforcement and other terms commonly covered by such agreements. Finally, Rachel takes a look at the issues pertaining to protecting wearable tech brands and designs in Trademark Offices around the world.

Learning Objectives:                    

I.     Explore new cutting edge wearable technology products

II.    Learn what concerns need to be addressed in a wearable technology co-branding agreement

• Trademark ownership
• Trademark appearance
• Trademark enforcement
• Trademark reputation
• Other Co-Branding agreement issues, including approvals, ownership of collateral, IP concerns related to distribution channels, and terms designers, brands or celebrities may request

III.   Grasp the issues related to protecting wearable tech product names and designs in Trademark Offices around the world

• Trademark clearance
• How to register the product name
• Problems applications may encounter
• Protecting the product design