The $4.5 trillion global luxury market is under siege, not just from the traditional counterfeiters operating in back alleys and illicit online forums, but from a new, more sophisticated challenger: the ‘dupe’ retailer. These brands, distinct from their counterfeit counterparts by not directly copying trademarks, have built multi-billion-dollar empires. They replicate the aesthetic and quality of premium mid-market brands at a fraction of the cost. While the threat is real, an emerging ‘dupe-proof playbook’ is showing that the most successful defence is not a legal one, but one rooted in brand identity, innovation, and consumer connection.

The dupe phenomenon led by social media platforms like TikTok, where viral ‘dupe hauls’ and side-by-side comparisons flourish, is a direct response to a cultural shift. Young, aspirational consumers, particularly Gen Z, are sceptical of the high-end luxury price tag. They feel cheated by what they perceive as opaque pricing structures and are drawn to the transparency of dupe brands that break down production costs. This is not about supporting illegal counterfeits, but about a new form of everyday luxury that prioritizes value and accessibility.

How big is the dupe economy?

The financial impact of the dupe market is huge and its continuous growth is a major concern for luxury brands. According to a 2024 report, the global perfume dupes market alone was valued at $2.71 billion in 2024. This segment is projected to grow at a Compound Annual Growth Rate (CAGR) of 15.80 per cent from 2025-34, reaching an estimated $11.75 billion by 2034.

This growth is not limited to one product category. The broader illicit trade in counterfeit and pirated good, which includes dupes was estimated at $467 billion in 2021, accounting for up to 2.3 per cent of global trade. The sheer scale of this market, driven by changing consumer behaviors and technological advancements, highlights the urgency for brands to adapt.

The brands most impacted

While the super-exclusive haute couture houses and storied luxury brands like Hermès and Chanel are not immune, the dupe phenomenon impacts them differently. Their allure is built on scarcity, heritage, and unattainable price points. The real battle is being waged in the accessible luxury and mid-market segments. These are the brands that offer high-quality, long-lasting products but operate on a business model that, until now, has relied on a certain level of exclusivity and brand-led aspiration.

Luxury and premium brands most at risk are those that are product-centric rather than brand-centric these are brands whose success is tied to a single, easily replicable product or silhouette, rather than a distinctive brand story and community. When a brand's hero product like a specific cashmere sweater or a minimalist leather tote becomes a generic commodity, it's ripe for a dupe.

Brand overly reliant on a singular design motif are also at risk. While signature motifs are crucial for brand recognition, if they can be easily copied without trademark infringement, they become vulnerable. For instance, a particular weave, stitching pattern, or silhouette that is widely recognized but not legally protected can be mimicked by dupe manufacturers.

In an age where consumers are driven by values and authenticity, brands without a strong story about their craftsmanship, sustainability efforts, or founder's vision are at a disadvantage. Dupes can't replicate heritage or a brand's deep-rooted point of view.

What brands can do

The fight against dupes requires a multi-pronged approach that moves beyond traditional brand protection and legal action. It's a fundamental shift in how brands build and maintain value.

Double down on brand building and storytelling: The most effective counter-strategy is to create an identity that simply cannot be copied. This is about elevating the brand beyond the product itself.

Craft a unique point of view: Brands are moving away from simply selling a product and are instead selling a lifestyle, an ethos, and a community. This involves investing in compelling storytelling, from the sourcing of materials to the artisanal process. Brands like AYR, Bleusalt, and White + Warren are building strong identities through unique design motifs and narratives that highlight their distinct point of view.

Lean into scarcity and exclusivity: While accessibility is a goal for many, a brand can create a new form of exclusivity through limited drops, collaborations, and member-only access. This transforms the purchasing experience from a simple transaction into a special event, something a dupe can't replicate.

Innovate beyond the dupe: Rather than playing defence, some brands are using dupes as a signal for market demand and are innovating to stay ahead. They are creating dupe-proof products which involves developing proprietary materials, unique technical innovations, and design elements that are difficult and expensive to replicate. For example, Lululemon's ‘Dupe Swap’ campaign by inviting customers to trade in their dupes for an authentic pair of Align leggings, the brand showed the superior quality and value of their product, turning a threat into a marketing opportunity.

Also, when a physical product can be replicated, the experience of interacting with the brand becomes the ultimate differentiator. This includes creating immersive retail environments, personalized services, and exclusive events that a dupe brand, operating almost exclusively online, cannot offer.

While legal battles are often a game of ‘whack-a-mole’, technology offers a proactive defence. Luxury brands are increasingly using blockchain technology to create an immutable record of a product's journey from factory to customer. The Aura Blockchain Consortium, a joint effort by LVMH, Cartier, and others, is a prime example. Consumers can scan a QR code on a product to verify its authenticity, learn about its origin, and access information about its craftsmanship. Also, AI-powered tools are being used to scan e-commerce platforms and social media in real-time to detect and take down dupe listings, using coded language and visual cues that human eyes might miss.

Thus the rise of the dupe market is a wake-up call for the premium sector. It reveals that in a post-trust consumer landscape, a brand's price tag and reputation are no longer enough to justify its value. The data is clear. Consumers are more willing than ever to buy a lookalike if the original brand fails to provide a compelling reason to choose authenticity. The brands that will not only survive but thrive in this new era are those that pivot from selling products to selling an identity, an experience, and a narrative that is, by its very nature, impossible to duplicate.