But counterfeit items aren’t the only type of intellectual property (IP) concerns brands have. We have seen the concept of “dupes” getting a lot of traction on social media recently. And the difference between counterfeits and dupes can be a little tricky to understand. Are dupes legal or is it a fancy word to designate counterfeits?

Understanding the difference is especially important for brands in the fashion or skincare industry, but I believe that dupes could expand to other industries as well. Let’s try to clarify what the difference is, and how it impacts brands.