Panorama of the use of Intangible Assets and Innovation in Brazilian Fashion Companies

Abstract

This article analyzes the panorama of fashion design innovation in Bra-zil and how orthodox Intellectual Property institutes are used to protect these innovations. A systematic review of fashion law was also carried out to conclude whether existing protection is sufficient or specific regu-lation is needed. Examples of patent, utility models and industrial design were analyzed in a critical manner in order to conclude if the protection of fashion designs can be carried out through such institutes. Finally, a detailed analysis of the results of a national publicly held company in the field was carried out to assess the relevance of using intellectual proper-ty institutes to protect their own designs. It is concluded that patents, in-dustrial designs and utility models are underused, leaving the possibility of protection solely through copyright.