Trademark dispute over distribution rivals CJ and Lotte ‘On Style’
Lotte Shopping, controversy over launch of platform similar to CJ OnStyle CJ "obvious plagiarism... preparing legal action" Lotte "no intention to infringe trademark rights... legal advice in progress" [Anchor] CJ announced legal action, claiming that Lotte's new platform plagiarized its representative fashion platform, 'OnStyle'. CJ is ‘On Style’ and Lotte is ‘On and the Style’, and they are similar from name to design. In particular, Lotte used the word ‘On Style’ in its advertising video. CJ sent Lotte a proof of contents to initiate legal proceedings on the 25th, and Lotte Shopping plans to determine the level of response through consultation with external legal experts. This is an exclusive report by reporter Moon Da-ae. [Reporter] On the left is Lotte’s recently launched fashion platform ‘ON AND THE STYLE’, and on the right is ‘CJ ONSTYLE’, CJ’s representative distribution platform and fashion business. The two brands, which have similar names, look exactly like twins from their logo images. Lotte writes ‘AND THE’ in small letters among ‘On And The Style’. ‘ON’ and ‘STYLE’ are directly connected, reminding us of CJ’s ‘On Style’. The unique design concept is also similar. CJ OnStyle is characterized by ‘repeated use of a circular design’ using its signature color ‘purple’. This is something that CJ registered as a trademark in 2003. However, Lotte also selected ‘purple’ as its core color and repeatedly used the ‘circular design’. It is more difficult to tell the difference when watching the video advertisement. Lotte used ‘On Style’ in its video advertisement. On the first screen of the video, after ‘OnStyle’ appears, ‘Ander’ is written in small letters and then disappears. From the brand name to the logo design and advertising video, ‘OnStyle’ is highlighted, so it seems likely that general consumers may mistake it for CJ. CJ OnStyle, which opened in 2004 as CJ ENM’s representative fashion lifestyle channel, has been known to the public as a fashion brand for nearly 20 years, and has also been widely used as the cover of CJ ENM’s fashion channel, promoting fashion to the public. It has long been recognized as a related e-commerce service. CJ OnStyle, which is developing a number of fashion PB brands, is the core of CJ's fashion business, and based on its high recognition, it became the first in the industry to enter the 'Fashion 1 trillion club' last year. CJ suspects that Lotte, a latecomer, has borrowed CJ's brand image without permission to attract consumers. Experts are of the opinion that there is a possibility of legal conflict. [Kim Dong-jin/Attorney at Daeryun Law Firm] “It will be a big problem for CJ and Lotte’s On Style and On and the Style that they are similar in terms of trade conventions. In the case of Lotte, they added Ander to On Style, which ended up showing a similar form to CJ On Style, the main color is purple, and in conclusion, even the video advertisement gives the impression that it is similar, so this can be considered a violation of trademark law. “There are a lot of them.” CJ is also far ahead of its time in registering trademark rights. CJ registered ‘On Style’ in 2003, and Lotte registered ‘On and the Style’ in 2018. However, Lotte’s trademark rights were limited to offline and there were no online trademark rights. Accordingly, Lotte registered additional trademark rights for e-commerce in August of this year, saying it would expand its fashion business online. However, Lotte's new trademark registration is also raising suspicions of plagiarism. This is because new logo designs were registered for two services, beauty (On and the Beauty) and luxury goods (On and the Luxury), but the logo for the fashion (On and the Style) service was not registered. This is why it is pointed out that the case was taken into consideration in the case where trademark rights overlap with those of CJ and cannot be registered. CJ said, “We are internally aware of the seriousness of the case where the brand name as well as the logo image expression were expressed to look quite similar, and we are considering legal action.” Lotte, on the other hand, countered, saying, “It is a coincidence and there is no intention to infringe trademark rights.” Lotte Shopping launched the ‘On and the’ vertical service series for each product group to strengthen its online business ‘Lotte On’ this year, and ‘On and the Style’ is also part of that. Regarding the similarity between the advertisement and the image, it said, “Purple is this year’s trend color, so it is reflected,” and explained, “The emphasis on On Style at the beginning of the advertisement is simply to emphasize ‘style.’” Also, regarding the fact that the logo design was not registered only for the fashion (On and the Style) business, “At the time, “It is because the design has not been finalized.” Lotte plans to decide on a response plan after seeking legal advice. As both sides are currently at odds, the outcome is difficult to predict. [Kim Dong-jin/Attorney at Daeryun Law Firm] “If these plagiarism controversies continue to arise, there is a concern that the overall competitiveness of the domestic industry may eventually be weakened, so it appears that such risky plagiarism should be taken into consideration.” This is Moon Da-ae of Edaily TV. View full article. - [Exclusive] Trademark dispute over distribution rivals CJ and Lotte ‘On Style’ (edaily.co.kr)