long-live dupes(?)

imitation is the highest form of flattery

“what’s abiola’s archive?” it’s the catchall name for everything on this substack newsletter. all the things I do and think about now live here.

Imitation vs. Influence: How dupe culture builds brands

"Dupe culture builds brands" — do you agree? Every time someone buys a dupe or an imitation, an already loved brand gets stronger. In this week's episode, I explain how the art of the dupe isn't killing brands as much as we think: with examples from the Classic Flap, to the Erewhon Smoothie & SPANX.