
The French brand won a copyright infringement lawsuit, but the reaction of Chinese consumers caused a double-digit drop in sales.
AI-generated summary
Louis Vuitton sued Molly Tea over the logo's similarity to its own monogram. Chinese consumer advocacy claims that Molly Tea's logo is inspired by the baoxiang floral pattern.
Louis Vuitton wins in court but loses in stores. The French luxury brand sued and won the case against the Chinese tea producer Molly Tea, accused of having copied the flower of its logo which too closely resembled the iconic monogram of the Lv bags.
But the story has sparked a wave of online indignation in China in defense of Molly Tea, with some consumers ready to claim on social media that the chain's logo recalls a baoxiang floral motif from the Tang dynasty and has nothing to do with LVMH. A mobilization capable of compromising sales throughout the country.
According to Jl Warren Capital, the backlash has in fact begun to be reflected in the summer months in the luxury giant's megastores: "We continued to observe double-digit drops in sales in August, although the decline eased slightly from around 30% in July to an estimated 20-25%".

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