Protecting Brands, Works and Reputation: (A Case Study?)

I think this makes for a great case study about how artists manage their work as well as how brands protect their reputation. Euodia Roets of Touchee Feele says she was in discussions with Woolworths South Africa about some design work.

You can check out Euodia’s allegations here

Woolworths, eventually didn’t take her designs, but according to Euodia, they kept her work in the form of samples. A few months later Euodia says she found cushions in Woolworths’ stores that were very close to the work and samples she submitted to them.

This is Woolworths’ response to Euodia’s allegations.

Woolworths vs. Touchee Feelee

I’m not concerned about who is right or wrong, per se, but what I would do if I were Touchee Feele (Euodia’s company) and Woolworths.


Why People Buy And Buy In Or Not  

I like Woolworths. Liking them does not make the perfect. In the same vein I don’t suggest that Touchee Feele was right or wrong.

My discussions are not about who’s right or wrong or slamming anyone for what they did or may have not done but what I would do if I were either party.

Touchee Feele



Why did Woolworths request samples for something similar to what they had already commissioned?





One of the most important take-aways from this ordeal is that brands and artists or designers must have some sort of agreements to protect either party from such.

I strongly believe that business should be done in integrity and in a way that benefits everyone. While this may be subjective, I do believe that people know when they’re crossing lines or when lines are blurred.

I’d like to know. What would you do if you were Touchee Feelee? What would you do if you were Woolworths?


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