Although many retailers recognize the value of managing store appearance and atmosphere to improve sales and consumer loyalty, few are aware that trade dress, a subset of trademark, may be used to protect retail environments from some forms of imitation. This article discusses the importance of trade dress protection for retailers and expands on the elements of trade dress, the parameters of trade dress protection, and the interaction of trade dress law with retail strategy. The authors also assess whether trade dress protection serves the policy goals of reducing deception and promoting fair competition for the benefit of the public as configured and interpreted under current U.S. law.
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