Leon Max

CourtUnited States Tax Court
DecidedMarch 29, 2021
Docket20237-16
StatusUnpublished

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Bluebook
Leon Max, (tax 2021).

Opinion

T.C. Memo. 2021-37

UNITED STATES TAX COURT

LEON MAX, Petitioner v. COMMISSIONER OF INTERNAL REVENUE, Respondent

Docket No. 20237-16. Filed March 29, 2021.

Jeremy M. Fingeret, Matthew S. Reddington, Francesca E. Montenegro,

John H. Dies, and Jefferson H. Read, for petitioner.

Lloyd T. Silberzweig, Michael E. Washburn, Davis G. Yee, and Henry C.

Bonney, for respondent.

MEMORANDUM FINDINGS OF FACT AND OPINION

BUCH, Judge: Leon Max is a fabulously successful designer and

businessman. The company he founded produces and sells millions of garments a

year. Under his guidance, his company designs clothing that is both beautiful and

Served 03/29/21 -2-

[*2] functional. Beginning with hand-drawn sketches and using knowledge that is

common to people in their field, designers, patternmakers, and sample makers take

great care to turn the sketches into garments people will want to purchase. For

these activities Mr. Max claimed credits under section 41 1 for increasing research

activities for 2011 and 2012. Because the activities in Mr. Max’s design process

do not constitute qualified research, the expenses do not qualify for the research

credit.

FINDINGS OF FACT

I. Introduction

Leon Max is a self-made man. He was born and raised in Leningrad, Soviet

Union (now Saint Petersburg, Russia). At the age of 18, he left his home to pursue

a career in fashion. A lover of American clothing brands and blue jeans, Mr. Max

made his way to New York City in the 1970s, where he briefly attended the

Fashion Institute of Technology before dropping out to move to Los Angeles. In

Los Angeles, he designed clothes for successful startups. Five years after Mr. Max

left the Soviet Union, he started Leon Max, Inc. (LMI).

All section references are to the Internal Revenue Code as in effect at all 1

relevant times, and all Rule references are to the Tax Court Rules of Practice and Procedure, unless otherwise indicated. -3-

[*3] LMI’s first clothing line started with typewriter ribbon. Mr. Max and his

business partner bought out a warehouse filled with undyed poplin used in the

manufacturing of typewriter ribbons. They dyed the fabric in “fashionable colors,”

and Mr. Max produced a small line of six pieces, one of which was a jumpsuit.

The jumpsuit design was particularly creative. Because Mr. Max was limited by

the narrow width of the poplin, he produced jumpsuits in only small sizes.

Recognizing that a market for jumpsuits did not exist, Mr. Max promoted his new

design by driving along the California coast from Los Angeles to San Francisco

and “placing that jumpsuit into every specialty store that * * * [he] encountered.”

The jumpsuits were wildly successful. LMI sold 40,000 units and netted $1

million in its first year of business.

From this auspicious beginning, LMI grew. In the 1980s, the company sold

its garments in high-end department stores and boutiques before opening its own

retail shops in the mid-1990s. By 2011 and 2012 (the years at issue), LMI was a

women’s clothing company specializing in apparel sold in department stores

throughout the country, LMI’s own stores, and online. In 2012, LMI manufactured

between 800,000 and 1 million garments each month. Mr. Max was the sole

shareholder, chief executive officer, and creative director of LMI, an S corporation. -4-

[*4] II. Clothing Lines

LMI designed, developed, produced, and sold clothing under many different

brands or clothing lines. Each of these clothing lines was sold in retail stores that

catered to different customer tastes and profiles. These retail stores used customer

profiles to identify the tastes, preferences, and price points of their consumers.

And LMI designed each clothing line using these metrics. Macy’s carried more

generalized clothing styles giving LMI more freedom with garment colors and

fabric weights for its Macy’s lines: Max Studio and Studio M. Dillard’s targeted

younger customers who preferred trendier, more creative garments. LMI sold its

Max Studio and Max Studio Specialty Products to Dillard’s. And LMI sold its

Sophie Max line to Belk, a department store in the South that opted for vibrantly

colored clothes made from lighter fabrics.

LMI also created the Chelsea and Violet brand as a private label for

Dillard’s. As a private label, LMI did not own Chelsea and Violet; rather,

Dillard’s owned the trademark and provided LMI with design criteria targeted

toward its customers. LMI would then design, develop, and produce the Chelsea

and Violet garments as it would for its other lines.

LMI’s high-end line was the Leon Max brand, which catered to women with

“discerning taste.” This profile affected how the company constructed the Leon -5-

[*5] Max brand garments. The clothes were higher quality, allowing the company

more flexibility with workmanship, construction, functionality, and creativity.

For each clothing line, LMI produced a new collection every month. Retail

stores occasionally dictated garment selections and designs of the monthly lines.

Stores would request a length or style of dress that had sold well in a previous year

or request a specific design. LMI would then create garments to fit the retailers’

criteria.

III. Design Inspiration

Designers made sure to follow and anticipate trends. Kerri Specker, LMI’s

executive vice president responsible for product development, defined “trends” as

the “direction fashion is going.” These trends determined the design of the

garments. Culture also influenced the designers, who drew inspiration from

movies, actors, and museum exhibitions. Seasonal factors, such as weather,

temperature, and holidays, also guided LMI’s collections.

Overall, Mr. Max strove to create stylish clothes that inspired confidence in

the women who wore them. This message trickled into the clothing lines and

governed the design and feel of the garments. For example, when designing the

Leon Max brand, LMI endeavored to create garments of such high quality that they

made women “feel and look more refined.” This message was conveyed through -6-

[*6] not only the garment’s design but also the quality of its fabric and

construction.

IV. Garment Development Process

LMI followed a structured process for conceptualizing, designing, and

developing garments. We will refer to this process as the pre-production process

or development.

A. Broad Conceptual Planning

The pre-production process began with the design team developing a

concept for each collection. In this stage of the process, designers discussed trends

and how to translate broad concepts into clothing. This process included choosing

the right textiles for the collection and determining what design elements LMI

must present to the retail stores (LMI’s customers). The team often created “mood

boards” to display LMI’s vision for each collection. The mood boards included

textiles, trims, prints, and color schemes to showcase the overall look and feel of

the collection to LMI’s customers.

B. Design Concept and Sketch

With a vision of the collection in place, the designers and staff at LMI began

designing the garments. The designers sketched each garment, adding detailed

descriptions for the patternmakers to follow.

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