Zino Davidoff SA v A & G Imports Ltd.; Levi Strauss & Co. & Anor v Tesco Stores Ltd & Anor; and Levi Strauss & Co. & Anor v Costco Wholesale UK Ltd.
European trademark owners scored a major victory in November 2001 when the European Court of Justice issued its ruling in the joined Davidoff/Levi case. The cases struck down the practice of taking trademarked goods purchased outside the European market and bringing them back into the market to be sold at very low prices. For example, Levi jeans that normally cost around $80 in London sell for about $40 when they are imported in this way. The companies argue that the bargain prices distort brand identity.
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