8legs: Barbour

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How M&S won back shoppers with high-end 'dupes'

M&S is mirroring luxury designs, offering affordable dupes of Barbour, Yves Saint Laurent, and more.
The retailer uses a fast-fashion approach, moving new items to shelves in about a month.
Maddy Evans, formerly Topshop fashion director, is credited with driving the brand’s refreshed strategy.
Examples include a £56 penny loafer resembling Yves Saint Laurent’s £935 version.
Other dupes include a waxed cotton jacket similar to Barbour’s Catton Waxed Jacket.
The piece also notes a Skims-style ribbed loungewear set offered at £20.
Homeware and perfumes are also cited as having dupes of branded items.
The report emphasizes social-media momentum and online shopping impact.
The article credits Maddy Evans with steering the recent brand refresh.
The piece positions M&S as a hub for trend-aware, value-focused fashion.
The report links leadership changes to the brand’s renewed strategy.

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