Dennemeyer

When a fashion house opens a spa, which trademark classes should it file in — and how far does its protection actually reach? This is no longer a hypothetical. Luxury brands are actively competing in wellness, hospitality and digital wellbeing markets, and IP strategy needs to reflect that reality. Dennemeyer's Tajana Kelava breaks down the legal implications — from ecosystem plausibility to enforcement restraint — in a new piece worth reading before your next portfolio review.

Dior has a spa. Gucci has a restaurant. And your trademark portfolio may not be keeping up. Luxury brands are expanding far beyond their original categories — into wellness, hospitality and longevity services. That shift creates real IP exposure for brand owners and the professionals who advise them. Dennemeyer's latest article explores what this means for trademark strategy: from filing in adjacent classes to maintaining distinctiveness when emotional brand language starts to sound the same across competitors.

The Nice Classification system has not changed. The luxury market has. Brand owners and IP professionals are navigating a sector where heritage maisons now operate cafés, spas and wellness programs — raising complex questions about trademark scope, distinctiveness and licensing oversight. Read Dennemeyer's latest analysis on how to build a trademark strategy that keeps pace with where luxury is heading.

Be among the first to discover DIAMS Infinity, Dennemeyer's new IP Management System (IPMS) with our experts Ambroise Diaconu and Ovidiu Dulacioiu. Many IP teams still lose valuable time on repetitive administrative tasks: searching for information, updating records, tracking deadlines. DIAMS Infinity takes a different approach by combining AI efficiency gains, a clean user experience and reliable data foundations. Save your spot at the following link: https://lnkd.in/eGrW8399

𝐀 𝐭𝐨𝐮𝐭𝐞𝐬 𝐥𝐞𝐬 𝐞́𝐪𝐮𝐢𝐩𝐞𝐬 𝐏𝐈 : 𝐧𝐞 𝐩𝐞𝐫𝐝𝐞𝐳 𝐩𝐥𝐮𝐬 𝐝𝐞 𝐭𝐞𝐦𝐩𝐬 𝐚𝐯𝐞𝐜 𝐥𝐞𝐬 𝐭𝐚̂𝐜𝐡𝐞𝐬 𝐚𝐝𝐦𝐢𝐧𝐢𝐬𝐭𝐫𝐚𝐭𝐢𝐯𝐞𝐬 ! Participez à notre prochain webinaire pour découvrir 𝐃𝐈𝐀𝐌𝐒 𝐈𝐧𝐟𝐢𝐧𝐢𝐭𝐲, le nouveau système de gestion de la propriété intellectuelle (IPMS) de Dennemeyer, basé sur l’IA. 👉 Au programme : Les domaines dans lesquels les équipes de propriété intellectuelle perdent du temps aujourd’hui - Comment un système proactif transforme le travail quotidien - Comment l’IA réduit les tâches administratives répétitives - Quelles équipes en tirent le plus grand bénéfice Une excellente occasion de découvrir comment travailler 𝐩𝐥𝐮𝐬 𝐢𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐦𝐦𝐞𝐧𝐭 avec votre portefeuille de propriété intellectuelle. Inscrivez vous ici : https://lnkd.in/eR2nfp4E Dennemeyer #Intellectualproperty

IP teams: stop losing time on admin work Join our upcoming webinar to discover DIAMS Infinity, Dennemeyer’s new AI-powered IPMS. 👉 We’ll cover: - Where IP teams lose time today - How a proactive system transforms daily work - How AI reduces repetitive admin tasks - Which teams benefit most A great opportunity to see how to work smarter, not harder with your IP portfolio. 🔗 Secure your spot: Register here https://lnkd.in/etz356Pj