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Can fashion brands overcome the challenge of ‘dupe mania’?

Counterfeits – once taboo – are showing signs of becoming more widely accepted with McKinsey’s State of Fashion 2025 report noting “dupe mania” is on the rise and will be a threat to brand growth in 2025.

Hannah Abdulla November 22 2024

Among UK shoppers, 11% say they buy a dupe at least once every few months. Half say it is for the savings but 17% say they are great alternatives even if they could afford the original. Credit: Shutterstock.

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