infringement under § 43(a).” Id. There, as here, trade dress consisted of utilitarian features and ornamental features found by the district court to have been “distinctive and memorable”. Finding J.3.
The court in Harland noted that “many features of Harland’s Memory Stub product — such as the concept and location of the carry-around stub, the lines for recording information on the stub, the vertical size of the stub, and perhaps the horizontal size of the stub as well — clearly are functional.” Id. at 983-84, 219 USPQ at 530-31. The court held, nonetheless, that the district court’s determination that other features were “primarily non-functional” could not be overturned on review, and that that determination supported a finding of unfair competition under § 43(a). Id. at 987, 219 USPQ at 531.
Pegasus argues that the district court failed to find “secondary meaning” with respect to PERMAMATIC’s non-functional features. The Eleventh Circuit had not, at the time of the district court’s decision, addressed whether secondary meaning must always be shown, see Harland, supra, 711 F.2d at 981 n. 25, 219 USPQ at 529 n. 25., but found “merit” in the view “that plaintiff in a trade dress infringement action need not prove secondary meaning when the product’s trade dress is inherently distinctive.” See Chevron Chemical Co. v. Voluntary Purchasing Groups, Inc., 659 F.2d 695, 212 USPQ 904 (5th Cir.1981), cert. denied, 457 U.S. 1126, 102 S.Ct. 2947, 73 L.Ed.2d 1342 (1982). In the recent case of University of Georgia Athletic Ass’n v. Laite, 756 F.2d 1535, 1540, 225 USPQ 1122, 1126 (11th Cir.1985), the Eleventh Circuit limited the need to establish secondary meaning to § 43(a) actions involving descriptive marks.
Here, the district court found that the ornamental embellishments of Lark’s PERMAMATIC are “distinctive and memorable”. Finding J.3., infra. Evidence of deliberate imitation and copying in this case also supports a determination of secondary meaning. See Harlequin Enterprises Ltd. v. Gulf & Western Corp., 644 F.2d 946, 950, 210 USPQ 1, 3 (2d Cir.1981). Moreover, as noted in Chevron Chemical, the principal question in a § 43(a) analysis “is whether or not the public is likely to be confused, rather than whether the first comer’s trade dress has acquired secondary meaning.” 659 F.2d at 703, 212 USPQ at 911.
As stated in Original Appalachian, “[t]he essential element of an action under § 43(a) is proof by the plaintiff that the alleged infringement by the defendant creates a likelihood of confusion on the part of consumers as to the source of the goods.” 684 F.2d at 831, 215 USPQ at 753. A finding of likelihood of confusion “rests on an evaluation of a variety of factors including the defendant’s intent, the similarity of design, the similarity of product, the similarity of retail outlets and purchasers, the similarity of advertising media, and actual confusion. Chevron Chemical, supra, 659 F.2d at 703.” Id. at 832, 215 USPQ at 754. The Original Appalachian court affirmed that that finding “is factual and must be upheld unless clearly erroneous. Dallas Cap & Emblem, supra, 510 F.2d at 1012.” Id., at 832, 215 USPQ at 754.
The district court here found that, with the exception of Lark’s stripe, “each and, every distinctive design feature of the PERMAMATIC luggage has been adopted in the PEGASUS 1700 Series,” citing “col- or”, “trim” and “shape of trim” as three such features. Finding J.l. The list is not exhaustive, nor need it be. As above indicated, the Eleventh Circuit looks to “the total image” of the luggage, not to a catalogue of separated particulars.
In its Finding J.3, the district court found:
The ornamental embellishments of LARK’S PERMAMATIC are “distinctive and memorable”, are not functional and have clearly been adopted by PEGASUS with an intent to cause a likelihood of confusion to the purchasing public.
In the present case, the district court observed physical comparisons by both parties of the actual Pegasus (Exhibit 12) and