Tiffany jewelry at Costco?

Well, here is another battle between companies…Tiffany’s at court against Costco that has been marketing diamond engagement rings under Tiffany’s name and trademark, when in fact the rings had nothing to do with Tiffany’s.  In addition, Tiffany had similar cases in the past with Overstock and ebay.  How can a low cost seller be distributing high end, luxury products?  Many consumers have fallen into that trap, though, and Tiffany’s image has been endangered.  Exclusive distribution rights have to be allocated when dealing with such high-end products and names.  Luxury brands and distributors have to be alert to protect their image positioning, as well as consumers.