Money and Marketing
Fri, Mar 24
- To understand how a profitable business develops around couture and how runway and commercial goals interact in a luxury brand
- To investigate how technology shapes the marketing of luxury clothing
- To explore the legal and business challenges surrounding trademarks for designs in fashion
Mark McKenna -- Professor of Law, UCLA
Professor Mark P. McKenna teaches and writes in the areas of intellectual property and privacy law. Though his core area of expertise is trademark law, where he is widely recognized as a leading expert, Professor McKenna has written broadly on nearly every area of intellectual property, including utility patent, design patent, copyright, and the right of publicity. He has also written more generally on innovation and technology policy. Much of his most recent work has focused on the intersection of intellectual property rights regimes and the intersection of IP rights with adjacent rights.
Rodrigo Bazan -- Chief Executive Officer, Thom Browne
Rodrigo Bazan was appointed in May 2016 as Chief Executive Officer of Thom Browne, where he has led the successful expansion of Thom Browne into women’s and men’s categories, the brands direct-to-consumer footprint, philanthropic endeavors, and commercial collaborations.
Since May 2016 Thom Browne has opened directly operated stores in Beijing, Shanghai, Hong Kong, Tokyo, Seoul, Milan, London, San Francisco, Saint-Tropez, Vancouver, Toronto and continued its expansion in the U.S totaling 105 locations and growing. In 2018, Bazan successfully oversaw the 85% majority share purchase of Thom Browne by Zegna group, allowing access to resources for continued expansion of Thom Browne’s product and service offerings.
- Testa, "Sweatpants on Trial: How Thom Browne Beat Adidas in Court” (NYT)
- Diorio, "Proving the Value of Luxury Brands” (Forbes)
- Deeny, "Rodrigo Bazan on Building Thom Browne into a Global Brand”
- Moore and Birtwistle, "The Nature of Parenting Advantage in Luxury Fashion Retailing–the Case of Gucci Group NV"
- Okawa, "Licensing and the Mass Production of Luxury Goods”
- Virgin Enterprises LTD. v. NAWAB (335 F.3d 141 (2nd Cir. 2003))
- Christian Louboutin v. Yves Saint Laurent America (696 F.3d 206 (2nd Cir. 2012))