Value-Centric Product Dupes

They say imitation is the sincerest form of flattery—but in fashion and beauty, dupes are more than just copycats. As social media reshapes luxury and status, dupes are fueling a new kind of demand. Take the “Wirkin”—a viral Hermès Birkin-inspired bag sold on Walmart’s marketplace for less than 1% of the real deal’s price. Its rise to fame has reignited the conversation around luxury lookalikes and their place in the industry.
Join Jane Carlson and three leaders of brands playing in the space as they unpack the power of dupes, the marketing challenges they face, and what’s next for this disruptive market.