Dr Martens is the latest European business taking action against Temu for copyright infringement. Temu is alleged to have bid on and paid to use a number of keywords, including those for Airwair and Dr Martens, to secure higher ranking on Google searches than the British trademark owner and then sell its own cheaply produced copycat products.
Both Temu and its rival Shein are seemingly shameless when it comes to copying registered designs and producing cheap ‘knock-off’ products. Both also benefit from avoiding import duties due to the low individual order values when they ship to customers in the UK and other countries.
With Temu now positioning itself as a supplier of fully integrated ‘manufacturing as a service’ to international brands, it is expected that the incidence of copyright infringements and offers of cheap copycat products will become even more rife going forward.
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