A dupe, also known as a “knockoff,” refers to a cheap alternative for high-end brand. The item has qualities similar to another brand’s designs, but it does not copy logos or trademarked features. This aspect differentiates dupes from counterfeits, which are illegal. However, there is a fine line between the two. The dupes can be exactly the same as the original designs without the logo, and this remains a problem. 

 

Brand infringement beyond counterfeits is an issue that brands are attempting to address. The flooding of imitations in the market can damage the brand’s reputation and negatively impact sales and prestige.

 

The Dupe Killer, developed by Deloitte, uses AI to learn the features of a product like the sole of a shoe or a pattern of a dress. Brands can use the technology to find accessories or garments that look like their product. The technology provides a percentage of how similar an item is to the original, from zero to one hundred per cent. 

 

The ease and cost efficiency of uncovering imitations will help save designers and smaller brands time and money in the long and short term as well as help them protect their creative property and customers.

 

The technology will also provide brands with valuable data about the dupes, the companies that create the dupes, the markets of those companies, and changes in consumer interest. The data will help brands determine the impact of the imitation on their business, like meta data on images.

 

Jimmy Choo, a global luxury brand, is one example of a brand currently using the Dupe Killer.​