In 2020, Amazon initiated a joint lawsuit with Valentino, against a seller replicating Valentino’s rockstud shoes. “We remain focused on using every tool at our disposal to protect brands, customers, and selling partners from intellectual property (IP) and brand infringement, and we aggressively pursue anyone who violates our zero-tolerance policy for counterfeit products.” “Dupes are not the same as counterfeit,” says Anna Dalla Val, Director of Global Brand Relations at Amazon. None of this is new - it’s just sped up and amplified.”Īmazon is a key destination for dupes shoppers, but the company is working hard to make sure demand for luxury dupes doesn’t also result in more counterfeits on the platform. “We’ve seen what was already an established knockoff culture turbocharged, coupled with a surge in demand from social media. They can churn out replica products quickly when a luxury item begins trending, says Walker. Fast fashion platforms like Shein, with their rapid turnarounds, have accelerated the development of fashion dupes.
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