From TikTok-fueled dupes to an M&A market hungry for scalable assets, brands today face a uniquely paradoxical environment. Consumers are more aware than ever of what they are buying – where it is made, how it is priced, and whether a cheaper lookalike will do – yet investors are equally insistent that businesses deliver both cultural cachet and financial performance.
The surge in dupes and superfakes, the rise of “quiet luxury,” and the ESG headwinds facing brands across industries are challenging the very foundation of brand equity, exposing whether trademarks – and the heritage marketing behind them – are truly carrying meaning or simply price premiums. At the same time, the deal-making climate rewards those who can prove that brand loyalty is more than marketing gloss. Acquirers and private equity, alike, are looking for evidence that a name can not only spark buzz but also command margins, resist commoditization, and sustain consumer trust across cycles.
The throughline is the hyper-aware consumer. Shoppers today have endless access to information and are increasingly quick to call out brand missteps – from greenwashing to inflated pricing. They are also more discerning in what they value: authenticity, durability, and values alignment. Brands that fail to meet those standards risk fading into the background, while those that succeed carve out defensible moats that dupes or deal term sheets may not be able to replicate with ease.
The question for companies is no longer just how to build a brand, but how to build one that lasts when imitation is instant, investment is impatient, and consumers are impossible to fool.
BRAND FORWARD will bring together industry leaders shaping the future of fashion and retail to delve into some of the key themes shaping the future of retail – from legal innovation and strategic brand building to what’s at stake in today’s rapidly evolving consumer landscape. Join us in New York City for off-the-record conversations, expert-led panels, and opportunities to connect with fellow in-house counsel and brand executives.
Thursday, October 9, 2025, 2:00-7:00 PM EST
New York City
CLE Credit Available (pending NY accreditation)
LEARN MORE HERE
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