Why Dupes Are Becoming the New Luxury as Shoppers Rethink Designer Prices

Premium brands aren’t disappearing, but they’re being pushed to prove what justifies their prices as shoppers treat budget finds as a flex worth sharing.

The legal path is unsettled. Baker Botts’ legal analysis notes the Lululemon and Costco suit ended in August 2026 without a court ruling on whether Costco’s products infringed Lululemon’s rights. Meanwhile, Circana’s beauty industry findings show both prestige and mass-industry beauty sales grew in 2025, signaling shoppers are buying across pricing points rather than abandoning either tier.

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