Victoria’s Secret Trademarks a Twist on a Rival’s Name. Will It Backfire?

Global lingerie giant Victoria’s Secret has reinvigorated the feud with smaller, body-positive online competitor ThirdLove, this time changing the battlefield from blaring magazine interviews to sedate U.S. Trademark applications. Parent company L. Brands Inc., sought two trademarks for the name “Victoria’s Secret First Love.” While It succeeded in securing the rights for beauty products, it […]