Trademarks, product differentiation and competitiveness in the Catalan knitwear districts during the twentieth century

Using the number of trademarks registered as an indicator, this article explores the functioning of the economies of product differentiation that characterise industrial districts. In order to assess the role of districts in the creation of trademarks, the analysis focuses on knitwear production, a highly competitive industry and a pioneer in brand creation in Spain, and examines the development of the country's two main knitwear districts during the twentieth century. The article presents empirical evidence from trademark and business records to show that more trademarks were created in these two districts than in other areas. The imitation and rivalry characteristic of industrial districts favoured the proliferation of trademarks and encouraged firms to diversify their products through the creation of new brands. It also suggests that the success of the brands was uneven and depended on the industrial structure in each district and the kind of product specialisation. In conclusion, not only were the industrial districts an important factor in brand creation, but brand consolidation was decisive in raising levels of competitiveness in knitwear districts in Spain.