Dupes now luxury’s unexpected ally – proof-based luxury emerges as competitive edge in 2025 market shake-up

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 accidentally buy fake luxury goods that look and feel like the real thing online, reveals a Havas Media Lux survey.

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, and the top change Brits have seen in the UK luxury market specifically.

That 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.

In response, luxury shoppers are 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. There’s been significant year-on-year growth across such premium formats:

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

• 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.

As a result, the survey found that low quality content and dupes may provide a boon for the luxury industry. One quarter of luxury shoppers now conducting in-depth research before making a purchase and the same number 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.”

The research surveyed ultra-high-net-worth luxury consumers across the UK, US, China and Emerging Asia. Respondents met high income and/or asset thresholds and had purchased luxury goods within the past year.