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”.
hermès.com
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.”
Mappin & Webb has made its return to Birmingham at long last, “marking a new chapter for one of Britain’s most prestigious jewellers”.
Mappin & Webb
It’s taken over two decades but the Watches of Switzerland-owned brand’s return to the city comes with a premium showroom site located beneath the historic Burlington Hotel on New Street.
Just moments from the city’s Jewellery Quarter, the showroom “celebrates the deep connection between the brand’s craftsmanship and Birmingham’s long-standing reputation for creativity and design excellence”.
Following a seven-month refurbishment, the 2,800 sq ft showroom features a “world-class collection of luxury watch and jewellery brands within a refined and immersive environment”.
Key to the interior design is a dedicated hospitality bar, private consultation areas and statement chandelier and architectural detailing, “which pay homage to the building’s historic character”.
In a first for the city, the introduction of an external Rolex clock reinforces the century-long partnership between the brands. Of course, a dedicated Rolex area is located at the heart of the showroom where visitors can explore the full range of collections. This also includes a curated selection of Rolex Certified Pre-owned watches.
Additionally, the showroom features luxury timepieces from brands including IWC Schaffhausen, Jaeger-LeCoultre, TAG Heuer, and Tudor.
The jewellery highlight includes one of America’s “most innovative fine jewellery designers” David Yurman, which is exclusive to the Watches of Switzerland Group. Venetian jeweller Roberto Coin is also present alongside Mappin & Webb’s own fine jewellery collections.
Joining other new-concept Mappin & Webb locations in York, Bluewater, Glasgow and Manchester, the Birmingham showroom “reinforces the Watches of Switzerland Group’s strategic vision to strengthen its city presence while balancing heritage with innovation”.
ASOS’s goal to elevate its menswear offer with more premium labels continues apace. Now you can add four more brands to its “growing roster of globally-recognised and design-led brands”.
ASOS
This now includes Madrid-based streetwear label Pompeii, US denim major True Religion, Scandi brand Double A by Wood Wood, and streetwear brand No Problemo “each bringing a distinct aesthetic to the ASOS menswear mix”.
“Together, these brands represent ASOS’s commitment to offering customers access to quality craftsmanship, directional design, and cultural relevance… the expanded line-up highlights the breadth and depth of ASOS’s menswear range” it said.
Shazmeen Malik, Brands director at ASOS said: “Our recent brand launches mark a shift in how we show up for Menswear, delivering standout style, cultural connection, and more of what our customer wants. With a carefully curated premium streetwear offering, [this] is the place for fashion-forward customers to find bold, relevant, and quality pieces that truly stand out.”
In October, the digital retail giant launched ASOS Collective to not only “sharpen” the fashion retailer’s menswear proposition but “signal a confident pivot: ASOS aiming higher in quality, longevity and design refinement”.
New collections include “next-level essentials… building on wardrobe pillars rather than chasing trends – a move that echoes the retailer’s broader strategy to elevate its in-house labels”.
Swedish streetwear/denim brand Nudie Jeans is to open a UK Repair Shop on Park Street, Bristol, “bringing [our] signature blend of denim, culture, and sustainability to one of [the city’s] most iconic streets”.
Nudie Jeans
Opening Thursday (11 December) and becoming its third alongside existing stores in London and Manchester, the ‘community-driven’ store brings its collection “designed to last, made with organic cotton, and repaired for life”.
Built on a reputation of “circular design, transparency, and a long-term commitment to doing things differently”, the Repair Shop, offering “free repairs for life on every pair, no matter when or where they were first purchased”.
Repair Shops “are at the heart of Nudie Jeans’ circular model”. Customers return with their worn-in jeans for free repairs, “keeping garments in use for as long as possible”. Re-use jeans, traded in by customers for a discount on their next pair, are cleaned, restored, and resold. In 2024, Nudie Jeans reformed more than 73,000 free repairs globally “and extended the life of thousands of jeans” through its Re-use programme.
“Every Nudie Jeans Repair Shop is built on the belief that tomorrow’s vintage is created in the choices we make today. Few cities understand that better than Bristol,” said co-founder and CEO Joakim Levin.
“Park Street, with its mix of vintage shops, cafés, record stores, and students on the steep climb toward Clifton, sets the perfect stage for [our] next chapter in the UK.”
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