It’s not you, it’s me.
That isn’t the reaction from companies seeing cheaper versions of what they sell — but it should be. When it comes to fakes and dupes, of everything from Lululemon Athletica Inc. leggings to Dior handbags, imitations are most threatening when the real thing isn’t delivering.
The best defense, particularly in the luxury sector, is to ensure that the provenance of products is impeccable and that they are giving people a sense of value for money.
Value is a tricky concept to pin down. I think of it roughly as the feeling of getting more than the amount one paid. Right now, that’s in short supply. The average price of a basket of iconic luxury products in France rose by 54% between 2019 and the end of 2024, according to analysts at HSBC.
Prices for Iconic Luxury Goods Have Risen
The average escalation over the past five years is more than 50%
Meanwhile, US tariffs threaten to elevate the cost of clothing and cosmetics. Such an environment has opened the way for dupes and fakes. This has been thrown into sharp relief by Lululemon accusing Costco Wholesale Corp. of copying its designs in a lawsuit filed in June.
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