Marketers will tell you: brand name is as crucial as reputation. Yet, these two well-known fashion labels share the same name, leading to confusion and misunderstanding among many consumers. The issue? One is a luxury house, the other is not.
Brand Name Confusion in the Fashion Industry
In the fashion world, it’s not uncommon for renowned houses to share the same name, a similarity that brings countless legal headaches, both for the companies struggling to differentiate themselves and for buyers, who find themselves deeply confused.
For several decades, these two brands from Italy have been (unintentionally) muddling others. Highly recognized, they are celebrated for their style, craftsmanship, and particularly their leather goods. Fashion insiders will likely have guessed which labels these are: we’re talking about Mario Valentino and Valentino Garavani, both commonly known as Valentino.
The problem for us as consumers is that the former sells more affordable products, while the latter crafts luxury items. As a result, many have purchased a Mario Valentino bag thinking they were getting a Valentino Garavani branded item, only to find that wasn’t the case.
Can Consumers Be Blamed for Their Confusion?
In the fashion sphere and among committed consumers, there’s talk that this resemblance was fostered and sought after by the “budget-friendly” Valentino. This brand allegedly rode on the coattails of the high-fashion house’s fame to boost its sales, using similar logos and designs that could deceive those not in the know—a dishonest practice known as “parasitism.” By 2021, this issue had escalated, culminating in a lawsuit. A legal settlement was reached, helping to clarify the distinction between the two.
As per the court’s decision, Mario Valentino is now allowed to use the “Valentino” name for bags, leather accessories, and footwear (its core businesses), while the second must use its full name, “Valentino Garavani,” for products in the concerned category. However, when it comes to clothing, the Roman couture house retains the right to use just “Valentino.”
Identifying the Difference
There are other signs to help avoid confusion. When shopping online, retail sites specify in the product description if an item is “Valentino by Mario Valentino” to prevent any mix-ups. Aesthetically, bags stamped with a simple letter “V”, or the name “VALENTINO” written out in full, are produced by the accessible Neapolitan brand, not by the luxury label. Garavani’s leather goods, on the other hand, feature a “V” elegantly encased in a rounded rectangle.
Price: A Telltale Sign
Lastly, and importantly, the price. A new Valentino Garavani leather piece ranges from 850 to 7000 euros. Therefore, it’s likely that a Valentino bag priced around a hundred euros isn’t as luxurious as you might think. But now, you know!
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.