Uniqlo takes legal action against Shein for alleged replication of popular shoulder bag

Uniqlo, the Japanese fashion brand, has taken legal action against Shein, a Chinese fast-fashion retailer, accusing it of selling copies of Uniqlo’s viral Round Mini Shoulder Bag. The bag gained immense popularity on social media platforms, particularly TikTok, in 2022 and 2023, resulting in multiple sell-outs. The legal dispute arises as Uniqlo alleges that the imitation products sold by Shein closely resemble the original shoulder bag, causing confusion and significantly undermining customers’ confidence in the Uniqlo brand.

The lawsuit, filed in Tokyo on December 28, targets three of Shein’s operators – Roadget Business Pte, Fashion Choice Pte, and Shein Japan. Uniqlo is seeking an immediate halt to the sale of the imitation products and compensation for damages incurred by the company due to these sales. Fast Retailing, the parent company of Uniqlo, asserts a resolute stance against any infringement of its intellectual property and emphasizes the impact of counterfeit sales on the Uniqlo brand’s perceived quality.

The Round Mini Shoulder Bag became a viral sensation on TikTok, with users praising its affordability, versatility, and spaciousness. The bag, priced at $20, gained the top spot on fashion tech firm Lyst’s rankings of the hottest products in the first quarter of 2023. However, the bag’s popularity also led to a surge in knockoff products, prompting Uniqlo to issue warnings on its website about potential copies and the possibility of legal action.

Fast Retailing highlights that the sale of imitation products by Shein has significantly affected customer confidence in Uniqlo’s brand and products. The legal dispute reflects the fashion industry’s ongoing challenges with intellectual property protection, especially in the age of social media, where trends can quickly lead to imitations and counterfeit products.

Shein, in response to the lawsuit, stated that it is currently investigating the matter. The company emphasizes its commitment to respecting the intellectual property rights of others and takes claims of infringement seriously. Shein faced legal challenges in the past, including a lawsuit from three graphic designers in the United States over alleged copyright infringement and racketeering.

The legal action against Shein is another instance of a fashion brand seeking protection against intellectual property violations in the competitive retail landscape. As the case unfolds, it highlights the broader issues related to brand integrity, originality, and the impact of social media trends on consumer behavior. The outcome will likely influence how fashion brands navigate intellectual property disputes and protect their unique designs in the evolving digital landscape.