Retail’s battle with ‘dupe’ culture — how brands like Lululemon are fighting back

We explore recent examples of how brands are responding to dupe culture and outline practical steps that retail businesses can take to protect their brand.
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We make the difference. Talk to us: 0333 004 4488 | hello@brabners.com
Our specialist lawyers help retailers to anticipate risks, strengthen resilience & achieve compliance.
Our specialist retail sector team is here to ensure that your business is always prepared for what comes next. We’re experts in many emerging areas of law, including around Martyn’s Law and anti-terrorism legislation, which will require retailers and venues to implement robust security measures, as well as the Employment Rights Bill, which is set to reshape employment practices and have immense implications for retailers and their staff.
Whether you need advice on which regulations or laws apply to you or support to develop a robust risk or crisis management strategy, we have the experience to assess your situation, proactively identify areas for improvement and provide the practical steps you need to take effective action.
If the worst does happen and something goes wrong, we’re here to deliver straightforward advice that you can count on to ensure safety and preserve your reputation and financial exposure so far as possible.
Talk to our team today by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form.

Every business needs a crisis plan that protects its people and enables swift, confident action. Compliance must be culture-driven and your crisis plans clear, rehearsed and embedded into everything you do — especially with retail crime on the rise.
At our recent event — the Future of Retail: Risk & Resilience Conference 2025 — we learned that while senior retail leaders are aware of Martyn’s Law, only a minority were familiar with its operational impact and nearly half hadn’t started implementation. Retailers must take proactive steps using existing health & safety frameworks with a focus on practicality and clarity.














Embedding respect, transparency and representation into your workforce strategy isn’t just good practice. It’s essential risk management.
Yet with the Employment Rights Bill set to introduce sweeping reforms — from day-one unfair dismissal protections to mandatory flexible working — the Bill will significantly raise the bar for retailers, who need access to experienced employment lawyers they can count on.
Retailers should act swiftly to review their internal policies, train managers and embed a positive culture that aligns with these new legal standards.

Retailers are wise to be cautious when it comes to digital transformation. Some critical issues include using AI in creative processes (due to concerns about sustainability, ethics and lack of regulation), ensuring robust data protection and regulatory compliance processes and embedding cybersecurity into your strategy as a priority (amid recent devastating cyber-attacks on a range of major retailers).
While most retailers are committed to technological advances, there’s still some way go. If you’re looking to implement new technologies and AI tools, you need to make sure that this is done securely and with legal compliance in mind.
Our team is here to help you level up your approach to eCommerce, data protection, cybersecurity and IP protection.

Our retail sector team is led by Helena Davies, who has her finger firmly on the pulse of what matters most to senior leaders and decision makers. She works closely alongside an array of specialist lawyers who can advise you in all areas of risk and compliance.
When it comes to regulatory compliance, crisis management and Martyn’s Law, Claire Burrows can help you to take stock, spot gaps and fix up your practices to stay safe and compliant.
Andy Graham is our resident expert on the Employment Rights Bill and its implications for retailers. He advises clients in all aspects of contentious and non-contentious employment matters, including employment tribunals, restrictive covenants, TUPE, trade unions and more.
When it comes to digital transformation, our technology sector lead Colin Bell can advise on a vast range of matters. His remit covers IT, cybersecurity, intellectual property and much more.




We explore recent examples of how brands are responding to dupe culture and outline practical steps that retail businesses can take to protect their brand.
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We explore safety considerations around Christmas markets and outline practical steps to comply with relevant safety legislation.
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We explore what the English Devolution and Community Empowerment Bill means in practice and how its reforms may affect both retail tenants and landlords.
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We break down the case of AB v Grafters Group Ltd and explore some key lessons for employers.
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At the Future of Retail: Risk & Resilience Conference 2025, leading voices explored the challenges and opportunities shaping the sector.
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We explore the upcoming changes to UK accounting standards, offering practical guidance on how retailers can prepare for the new rules.
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We explore the key legal and practical considerations for retailers hiring seasonal staff.
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We explore the main issues that influencers and brands need to consider before entering into partnerships.
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We explore the Crime and Policing Bill and what it would introduce to protect retail workers.
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The Product Regulation and Metrology Act is ushering in a new era for consumer protection and market oversight, laying the foundations for significant regulatory change.
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Our retail law team explore what retailers must do to stay compliant with consumer protection laws, advertising standards and more when looking to capitalise on social commerce.
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Employment lawyer Lee Jefcott outlines three key steps for employers to take now to prepare for the new guaranteed hours contract landscape.
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We lay out the must-know legal considerations to aid the compliant roll-out of AI in any retail business.
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It’s estimated that over half of retail workers have considered resigning as a result of workplace stress. We explore what retailers can do to support colleagues facing mental health issues.
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We delve further into cyber attacks on three major retailers and outline five key steps to take in any cyber-attack preparedness and response plan.
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A recent change to the Jamaican law of what constitutes ‘Jamaican Rum’ has provoked great debate among rum distillers.
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Our litigation team explores the options businesses have when it comes to dealing with negative online reviews — whether the review is honest or dishonest.
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Our regulatory team explore the impact of the GPSR for manufacturers, providers of online marketplaces and consumers.
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The social supermarket is a new type of retail model that’s redefining access to food and promoting community-driven sustainability.
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Businesses have duties and responsibilities to protect the health and safety of all workers.
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How do we revive our struggling high streets? Meaningful collaboration and business rate reform may hold the answers...
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Retailers are reacting to the Autumn Budget 2024. Here's what it means for footfall, international investment and business rates relief.
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Eleanor Green and Lee Jefcott explain what employers need to know about the Worker Protection (Amendment of Equality Act 2010) Act 2023 and how to prepare.
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Ibrahim Ibrahim, Managing Director of Portland Design and author of ‘Future-ready Retail’ considers how consumers are changing and the way in which the high street is responding.
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Following our Future of Retail and Placemaking Conference series, Helena Davies considers whether ‘placemaking’ remains the right term to describe town centre regeneration.
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