Melanie J. Howard

Los Angeles

Intellectual Property, Brand Protection, Advertising & Marketing

Melanie J. Howard launched Loeb & Loeb's luxury brand practice about three years ago when she realized that the firm was already representing many luxury fashion houses, retailers, automotive clients and sports brands.

"We have a real understanding of how the luxury business works," Howard said. But at the time, the firm wasn't "collecting that cross-departmental expertise in the most efficient and effective way for our clients."

Some years before, the firm had a luxury practice on the corporate side, she said. The new group she started and still leads encompasses corporate, employment, real estate, bankruptcy, litigation and her own department, which focuses on advertising, marketing, intellectual property and privacy matters. "Everybody who has clients in that space or has expertise that is relevant for clients ... in the luxury space now collaborate more regularly in this group."

Among the luxury clients Howard represents are Hudson's Bay Company and Saks. Two years ago, she advised HBC on intellectual property issues when it established Saks as a standalone luxury e-commerce business, distinct from its brick-and-mortar stores. Now, she and her group enforce and protect the companies' global trademark portfolio, including, at times, litigation before the Trademark Trial and Appeals Board.

She also works with Canada's 400-year-old Hudson's Bay Company to protect its iconic Stripes marks and other brands. Currently, she and counsel in Canada are advising the company in connection with a trademark dispute over its Zellers brand there.

Howard also represents other clients, including the Gap. In particular, she and her team advised the Gap's Athleta brand on negotiating and drafting brand ambassador agreements with champion gymnast Simone Biles and track star Allyson Felix.

She and her group also represent the estate of Kobe Bryant and the Mamba & Mambacita Sports Foundation regarding strategic partnerships (including with Nike, Body Armor & NBA2K), brand protection and charitable co-venture initiatives. She also supports the foundation in connection with its work (often in partnership with brand sponsors or other foundations) refurbishing basketball courts in underserved communities around the country in honor of Kobe and Gianna Bryant.

A very different client is ChrichtonSun LLC, which is the archive, publishing and production company of the late author Michael Crichton. Howard represents it regarding IP transactions and licensing, brand protection and trademark portfolio management and strategy both in the U.S. and globally.

-- Don DeBenedictis