Retailer New York & Co. Inc. has sued JCPenney and its advertising agency, Saatchi & Saatchi, in the U.S. District Court for the Southern District of New York for trademark infringement, reports Reuters.
The heated dispute is over Penney's new ad campaign which features the slogan "NYC Style."
New York & Co. alleges that the slogan will be confusing to shoppers since it has run its own marketing initiative called "NY Style" since August 2008.
The 580-store retailer adds that shoppers will also be confused since JCPenney sells items at a lower price point than they do, says the news service.
New York & Co. is asking for injunctive relief to stop JCPenney and Saatchi & Saatchi from using the campaign, including during the crucial holiday season.
Infringement suits aren't limited to the U.S., Burberry is suing this stylish pets company in the UK over its trademark plaid.