The word ‘dupe’ has always been guaranteed to send a chill through the spine of any luxury executive, associated as it is with cheaper versions of their high-end products, many of them of poor quality. But a new study from Havas Media calls the existence of  dupes “luxury’s unexpected ally”.

The media agency’s Lux survey suggests that consumers’ concerns over dupes (some of them actually high-quality) is actually changing their behaviour with affluent shoppers valuing authentic luxury more than ever, visiting physical stores to touch and feel the product, being more likely to do product research and to value genuine quality.

Havas media surveyed 200-250 luxury consumers in each of the UK, US, China and Emerging Asia, all of whom had a personal income of £250,000 a year or more, and/or over £1 million in liquid assets. They’d also purchased luxury goods (excluding cars) within the last year. 

The survey explored the future of luxury and identified the factors that matter most to luxury consumers, particularly in emerging markets.

And the company said that “with AI-generated imagery and high-quality dupes flooding feeds in the last year, two-thirds (63%) of high-net-worth shoppers worry it has become too easy to buy, accidentally, fake luxury goods that look and feel like the real thing online. Doubts over a product’s authenticity caused by a market awash with counterfeits – affecting Louis Vuitton, Prada, Rolex, Gucci, Chanel, among others – is one of the biggest changes consumers have seen in the luxury market globally in 2025”. 

What does Havas Media make of this? It said it means two-fifths of high-net-worth shoppers “are now ready to switch brands due to concerns about the authenticity of the products they’re buying. The top reason in the UK, emerging Asian economies (excluding China) and US for switching loyalty from one brand to another is an upsurge in content featuring fakes or forgeries”. 

These shoppers are now “increasingly seeking exclusive, high-touch experience in-store with 40% prioritising purchase experiences where they can see the product for real and validate its authenticity”. 

A third (37%) of global shoppers have turned to resale and secondhand purchases thanks to their proof-of-purchase – rising to over half (53%) of UK luxury shoppers.

Meanwhile, interest in pop-up stores and events rose from 19% in 2024 to 32% in 2025 – a 68% increase. Exclusive, invite-only events saw a 54% rise, climbing from 26% to 40%, while demand for private shopping and concierge services grew by 45%, from 29% to 42. 

Other stats from the study include 66% questioning whether online images are real or AI-generated; 63% saying it’s too easy to buy convincing fakes; 40% ready to switch brands due to fake concerns; and 25% conducting in-depth research before purchase.

Interestingly too (if not linked to the fakes/dupes issue) is that 54% in Emerging Asia (excluding China) buy luxury for self-expression; 44% in Western markets are disengaged by celebrity-led marketing; and 62% are more likely to engage with creator-led, artisan or community-driven campaigns. 

Looking back at those stats specifically related to the impact of the existence of dupes and fakes, it’s what makes the company think that “low-quality content and dupes may provide a boon for the luxury industry. One quarter of luxury shoppers [are] now conducting in-depth research before making a purchase and the same number [are] primarily seeking craftsmanship, premium experience and long-term quality over impulse purchases – what luxury brands excel at”.

Cherry Collins, Strategy Partner, Havas Media UK, said: “The brands that put verification at the heart of their storytelling will retain both trust and commercial value. We see this already in the heritage houses that are continuing to grow through quiet exclusivity and creative stewardship, such as Brunello Cucinelli thriving on timeless design and humanist values and Rolex addressing authenticity and resale concerns directly through its Certified Pre-Owned programme. Proof-based luxury is now a competitive advantage.”