“Goodwill” refers to the public’s recognition of a company’s trademark (brand name, logo, slogan) and the reputation of the brand among the consuming public. The value of a trademark is dependent on - in fact inseparable from - this goodwill. How a company’s product (or service) is presented to the public is therefore a priority for the holder of the trademark.
El Greco Leather Prod. Co., v Shoe World, Inc., 806 F.2d at 392 (2d Cir 1986): “The mere act of ordering a product to be labeled with a trademark does not deprive its holder of the right to control the product and the trademark.”
https://casetext.com/case/el-greco-leather-products-co-v-shoe-world
Ryan v. Volpone Stamp, Co., 107 F.Supp.2d 369, 382 (SDNY 2002):
Goods are not genuine “if the trademark owner did not approve the original sale.”
Liz Claiborne, Inc. v Mademoiselle Knitwear, Inc., 979 F.Supp. 224, 230 (SDNY 1997):
“Trademarked goods produced by a manufacturer under contract with the trademark owner are not genuine goods until their sale under the trademark is authorized by the trademark owner.”
Dan Foam A/S v Brand Name Beds, LLC, 500 F.Supp. 2d 296, 318 (SDNY 2007):
“The First Sale Doctrine only applies if the trademark owner authorizes the first sale of goods.”
I can provide links to the above cases later if desired.
The bottom line
for me is that, to better ensure no costly lawsuit results from the sale of the logo-ed handbags, yb9469789 would be wise to seek out a personal review from an IP attorney in his area of New York.