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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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

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