If you work in brand protection, legal operations, or business strategy, you know that intellectual property disputes aren’t limited to industry giants like Apple or Chanel. In the global marketplace, any brand—regardless of size—can become either the target or the source of a complex legal challenge involving infringement, unauthorized resale, or brand dilution.

But these legal challenges also offer valuable insights. In this article, we explore real-world cases that highlight recurring patterns, common missteps, and proven strategies for IP and brand protection cases.

Couldn’t Happen to Your Brand? Think Again.

Before assuming your brand is immune to IP challenges, consider how even the most well-known names have faced—and sometimes failed—at protecting their intellectual property. These cases below offer important lessons for any brand navigating today’s fast-moving market.

Chanel vs. WGACA: Controling the Resale Narrative Chanel recently won a lawsuit against reseller What Goes Around Comes Around (WGACA), which was found guilty of trademark infringement and false advertising. The company had sold secondhand Chanel handbags while falsely implying an official relationship with the brand.

The result: $4 million in damages awarded to Chanel.

The takeaway: Even when goods are authentic, that doesn’t mean they’re authorized. Luxury brands—and any business with an active resale market—must carefully monitor how third parties describe and market their products. In the booming secondary market, controlling your narrative is essential. How your brand is portrayed post-sale still reflects on you, and the legal responsibility doesn’t end with the first transaction.

Shein Faces Ongoing RICO Charges in Copyright Lawsuit In July 2023, a group of independent designers filed a lawsuit against fast-fashion giant Shein, accusing the company of copying and selling exact replicas of their original designs. The case goes beyond traditional copyright infringement, invoking the Racketeer Influenced and Corrupt Organizations Act (RICO)—a law typically used against organized crime.

Plaintiffs argue that Shein’s complex and opaque corporate structure was intentionally designed to obscure accountability, making it difficult to trace ownership, assign blame, or seek legal remedy. On July 2024, a federal judge denied Shein’s motion to dismiss the RICO claims, allowing the case to proceed under racketeering allegations.

The takeaway: A fragmented or overly complex corporate structure won’t protect a company from liability—especially if it appears to be a deliberate tactic to avoid accountability. In fact, such structures may escalate the legal stakes. For any brand operating across multiple entities, suppliers, or jurisdictions, transparency and traceability are not just operational best practices—they are legal safeguards.

Rhode vs. Rhode: The Name Game and Brand Identity The fashion label Rhode-NYC filed suit against Hailey Bieber after she launched a skincare brand under the same name, Rhode. Although the two companies operate in different categories, the court acknowledged the potential for consumer confusion.

The case ended in a confidential settlement, allowing both to use the name under certain conditions.

The takeaway: Securing a trademark doesn’t guarantee exclusive rights if someone else is already using the same name in another sector. Brand coexistence is possible—but only when you’ve clearly documented your first use, defined your commercial channels, and can demonstrate how your audience perceives the brand.

In blended categories and cross-industry branding, public perception matters as much as registration. Strategic trademark planning is no longer optional—it’s essential.

In global marketplaces with complex supply chains, and fast-moving trends, the risk to your brand can come from anywhere. What these cases show is that proactive IP strategy isn’t just legal hygiene—it’s business protection.

Themes That Connect These Disputes

What ties these cases together? They’re not just isolated legal battles—they reveal recurring patterns and red flags that every brand should recognize. Below, we break down the key takeaways:

Authenticity ≠ Authorization Even genuine products can lead to trademark violations if they’re marketed in a way that implies false affiliation or endorsement.

Complex Structures Attract Scrutiny A decentralized or opaque corporate setup may backfire—raising red flags and even triggering severe legal frameworks like RICO.

Trademark Ownership Isn’t Absolute Having a registered trademark doesn’t guarantee exclusivity across all markets or categories. Clear documentation and brand positioning are essential.

Visibility Raises the Stakes The more prominent your brand, the more vulnerable it becomes. Small oversights can quickly turn into high-profile legal challenges.

For brand protection teams, the message is clear: From resale to naming rights, today’s margin for error is slim. Brand protection teams must act early—monitor how the brand is represented, document ownership clearly, and stay agile.

In a digital-first world, brand protection isn’t just about enforcement—it’s about earning trust through control and consistency.

How Hubstream Helps: Turning IP Risk Into a Clear, Actionable Game Plan

Protecting your brand today requires more than just putting out fires. It requires prevention. And it all starts with well-organized data, before a problem arises.

That’s where Hubstream comes in. We help brands streamline their protection processes by centralizing data and automating tasks that previously took enormous time and energy.

With Hubstream, you can:

• Unify online and offline data in a single, centralized platform
• Automatically surface suspicious activity and high-priority leads
• Customize workflows to detect specific patterns of infringement
• Generate actionable insights with ease
• Collaborate seamlessly across internal teams and external partners

It’s not magic, it’s structure. And for those who deal with the chaos of disorganization on a daily basis, being able to simplify all of this is, honestly, liberating.

From Headlines to Your Brand Strategy

Understanding IP disputes isn’t just about observing others’ missteps—it’s about anticipating risks, safeguarding your brand’s reputation, and establishing a clear market position in a crowded landscape.

Whether you’re a global name or a growing brand, the threats are familiar: imitation, confusion, and loss of control. What sets you apart is how proactively you respond.

Protect your IP like industry leaders do—by using the right data and tools. Book a demo of Hubstream today and see how we can help strengthen your strategy before problems arise.