Moseley v. V Secret Catalogue
Moseley v. V Secret Catalogue, Inc. · 2003 · Supreme Court of the United States
What happened
A shop called "Victor's Little Secret" was sued by Victoria's Secret. The Court required proof of actual dilution, a holding Congress then revised in the Trademark Dilution Revision Act of 2006 to a likelihood-of-dilution standard.
The money
No reliable public figure. This dispute matters for the rule it settled rather than for a damages number, and many trademark matters resolve on confidential terms.
What it means for your business
Famous marks get protection beyond their own category, and the standard for reaching you is lower now than it was in this decision. A knowing wink at a famous brand is a poor foundation for a business name.