The Choice of a New Generation? Dupes, Counterfeits, and Lessons from Brand Building

In October, a TikTok user posted about inexpensive replicas of Lululemon apparel being sold on Amazon. Today, that video has amassed more than 1.5 million views.

Lululemon, a brand known for high-end athletic wear, has surged in popularity. Thanks to savvy influencer marketing, the brand’s online following now exceeds 9 million people. As the brand continues to trend online, the conversation has expanded beyond simple hype. The rise of low-cost replicas, often called “dupes,” has become a cultural phenomenon, with the #lululemondupe hashtag accumulating more than 180 million views on TikTok.

Known for creative marketing, Lululemon addressed the trend directly. In May 2023, the company hosted a “dupe swap” event where consumers could trade fake leggings for genuine ones. Fans had a chance to experience the real product, and Lululemon had an opportunity to convert admirers into buyers. In short, they took control of the narrative.

However, dupe swaps are not a viable strategy for every brand. Not all brands want to publicly acknowledge imitation, and not all have the brand equity to make such bold moves. So what else can they do?

Dupes vs. counterfeits: navigating intellectual property and brand implications

It is important to distinguish between dupes and counterfeits. A dupe is a lower-cost lookalike, while a counterfeit is an unauthorized copy that claims to be the original product. Dupes do not claim to be authentic and do not replicate protected logos. As a result, dupes typically do not cross into trademark infringement, which makes traditional enforcement far more challenging.

Consumer attitudes also differ significantly. Most consumers try to avoid counterfeits but often see dupes as a smart, budget-friendly option. For younger audiences on tighter budgets, dupes can even feel empowering. In fact, 53 percent of people ages 13 to 39 say the quality of dupes makes them less likely to buy genuine luxury items. Influencers reinforce this mindset by actively promoting dupes and driving further demand.

Counterfeits and dupes both imitate genuine products, but the differences in intellectual property risk and consumer perception are profound. Counterfeits infringe trademarks, deceive buyers, and are often tied to criminal operations. Dupes offer a similar aesthetic but operate in a gray zone legally and culturally. This distinction is critical for brands as they plan their response.

Around half of consumers age 26 or younger have purchased at least one dupe in the last year.

Around half of people aged 26 years or younger have purchased at least one dupe in the last year.

Challenges and responses: enforcing against dupes

For brands, establishing strong intellectual property rights remains an essential first step. Design patents, trademarks, copyrights, and protections in emerging digital spaces can build a foundation for enforcement. The real difficulty lies in detecting imitation when dupes avoid copying logos or direct trademarks.

This is where online brand protection tools can help. Advanced platforms that use visual AI can identify lookalike products and highlight online promoters, even when trademarked elements are not present. This gives brands a proactive way to monitor growing imitation trends.

Intelligent countermeasures can be highly effective. Crane Authentication’s work with Furla is one example. The luxury brand discovered counterfeits of its Metropolis handbag on a major web marketplace. The counterfeiter had registered “FurlaBee” as a trademark in China and France, complicating enforcement. Using comprehensive online monitoring and brand protection intelligence, Furla gathered evidence of abuse and filed a successful invalidation action.

Enforcing against dupes is challenging but far from impossible. Strong intellectual property foundations, targeted online detection, legal strategy, and smart technology can help brands protect their identity and maintain product integrity.

Social media and influencers: shaping consumer attitudes

Legal tools and online protection can reduce supply, but demand remains a critical part of the equation. Understanding consumer attitudes and the factors influencing them is essential.

Social media is central to the rise of dupes. Dupes mirror the virality once associated with counterfeit promotion, and the #dupe hashtag on TikTok now has more than 4.3 billion views. Price differences and constant exposure create a receptive, ready-to-buy audience. Influencers amplify this trend. Nearly 29 percent of consumers say they have purchased a dupe because an influencer recommended it.

Online brand protection tools can monitor social platforms and identify influencers who promote imitation products. However, some brands have pursued different approaches. For example, Olaplex noticed influencers promoting dupes of its premium hair care products. The company responded by launching a mock product called “Oladupe” and offering consumers a discount on authentic Olaplex items. The tactic generated buzz, captured attention, and shifted sentiment.

Not every brand will be willing to stage a mock launch, but social media still offers opportunities for education, engagement, and influence. While counterfeits come with clear safety and ethical risks, dupes often come from legitimate manufacturers. Even so, they will rarely match the quality, performance, or values associated with authentic products. Social platforms can help brands highlight this difference.

56% of people say they use social media platforms to shop more now than ever before. 

Enhancement and engagement: the beating heart of brand building

Legal enforcement and consumer education are important, but brand building remains at the center of long-term success. How can brands make themselves more appealing than dupes?

Brand enhancement elevates premium products. Novel materials, innovative designs, high craftsmanship, and signature packaging amplify brand identity and create products that are difficult to imitate. Counterfeiting once pushed Gucci to develop its brindle pigskin tanning technique, while Burberry incorporated security paper into its packaging that mimics its iconic gabardine fabric.

Compelling design, storytelling, and innovation can also inspire consumers to engage with brand-led campaigns. On social media, digital marketing and influencer partnerships can highlight product benefits, quality, ethical standards, and shared values. These elements build community, strengthen loyalty, and differentiate the authentic product from lower-cost alternatives. Patagonia is a standout example, known for its environmental commitments, circularity initiatives, and donation of 98 percent of profits to climate-related causes.
A dupe can imitate a product’s surface, but it cannot replicate the ownership experience. Lululemon’s approach essentially asks consumers whether they prefer the deeper value and community associated with authenticity or the short-term satisfaction of a cheaper imitation. The answer varies by consumer, but many ultimately choose the genuine product.

2 out of 3 people want to buy from sustainable brands.

Tackling dupes: refocusing on originality

Creative strategies like Lululemon’s dupe swap or Olaplex’s mock launch can re-engage consumers and reinforce the appeal of original products. These tactics may seem unconventional, but they are rooted in the fundamentals of brand building and differentiation.
Whether dupes represent a persistent threat or a temporary trend, brands can use the moment to strengthen loyalty, evolve their proposition, and stand out in a crowded market. Not every strategy works for every brand. Patagonia, Lululemon, and Olaplex each have unique identities, audiences, and followings. This underscores the need for customized approaches that align with a brand’s values, market position, and consumer expectations.

How Crane Authentication can help

Crane Authentication provides a wide range of intellectual property and brand protection solutions that help combat dupes, counterfeits, and all forms of brand imitation. We help brands establish intellectual property rights, design and implement brand protection programs, embed authentication and enhancement into products and packaging, and enable consumer engagement strategies. Most importantly, we help brands deploy these measures quickly and effectively.

Ready to take action against dupes? Learn how Crane Authentication can help.