In this episode of Skale Up, we dive into the world of dupe culture. Unpacking its rise, implications for luxury brands, and how some labels are cleverly navigating the blurred lines between authenticity and imitation. From Zara’s runway-inspired racks to beauty brands like MCo Beauty mimicking cult favourites, we explore the fine line between inspiration and infringement.

The conversation spans consumer behaviour, legal grey areas, and how visibility into manufacturing has shifted the power dynamic. We also touch on how luxury brands are responding, from Bottega Veneta’s fine jewellery launch to Olaplex’s cheeky “OlaDupe” campaign.

Plus, a hot take on how sporting events are becoming luxury’s next big stage: from Louis Vuitton at the F1 to Kith x Wilson and the evolution of brand ambassadors with real talent, not just aesthetic appeal.

Inside the episode

* Dupe vs. Counterfeit: What’s the difference and why both are thriving.

* Consumer Savviness: Why shoppers are turning to dupes even if they can afford the original.

* Luxury’s Credibility Crisis: Transparency in manufacturing has created new challenges for prestige pricing.

* Brand Strategy: How brands like Olaplex and Bottega Veneta are cleverly embracing or responding to being duped.

* Legal Limits: Lululemon’s lawsuit against Costco and why it might backfire.

* Craftsmanship vs. Marketing: The value of storytelling and quality in preserving brand equity.

Hot Take of the Week

* Sports x Luxury: From Wimbledon to F1, why high-end brands are investing in sporting events as lifestyle and community-building platforms.

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