Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Are Taking On Quince

The dupe retailer has become a $4.5 billion powerhouse by promising lower prices and comparable quality to labels that fall between fast fashion and luxury. Competitors fighting back by stepping up their brand building chops are already seeing results.

A collage — Mid-market brands like AYR, Bleusalt, White + Warren and Sold Out are doubling down on brand building to stave off dupes. (BoF Studio)

Malique Morris

20 August 2025

BoF PROFESSIONAL

Over the past six years, Quince has become a go-to for shoppers seeking bargains on everything from cashmere sweaters to suitcases to diamond necklaces, many of which look similar to – and sometimes come from the same factories as – products that cost much more. Sales more than doubled to $700 million last year,

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Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.

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About the author

Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

In This Article

Topics

Quince Reaches $10 Billion Valuation in New Funding Round

The direct-to-consumer label raised a $500 million Series E as it seeks to continue its rapid expansion.

Can Quince Be More Than a Dupe Brand?

New partnerships with A$AP Rocky and celebrity stylist Erin Walsh signal the retailer’s ambitions to be known for more than selling less expensive versions of other brands’ products.

Rothy’s New Chief Executive Wants To Extend Its Winning Streak

The shoemaker’s president and finance chief, Dayna Quanbeck, spoke to The Business of Fashion about her plans for the brand once she transitions to the top role in January.

Billionaire Zara Heir Stakes Family Fortune on Going Upmarket

Inditex’s flagship brand is trying to elevate its image and capture new growth in a market where Shein and Temu are luring young, budget-conscious shoppers.

Why H&M’s Sustainability Report Is So Unusual

The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

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Agenda-setting intelligence, analysis and advice for the global fashion community.

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