Fakes, these ersatz brand-name products, are consumed without shame by members of Gen Z. While legal action is often described as the necessary weapon to combat this scourge, it is not the only one. Rémi Le Druillenec, CEO of the Héroïne agency, shows how the excellence of a customer experience can be another weapon for brands to consider in his new column for LUXUS PLUS.
“Is it real or fake?” This question and the embarrassment it might have caused a few years ago have since given way to “Cool, your dupe!” And this is no longer a weak signal, as 71% of Gen Zers say they buy dupes (source: Business Insider). Many articles have already discussed this phenomenon and the responses of brands (mostly legal). However, the other response, which is much more sustainable, seems to have been overlooked: the experience offered by luxury brands. Because while the product can be duplicated, the experience cannot!
So how can we create the emotion that will appeal to this young customer base? How can luxury brands go beyond the simple product dimension and build individual, even personalized relationships? What can be done to make belonging to a brand community more meaningful than wearing its products (or knockoffs)?
The in-store experience: a journey
Gen Z is not looking for fakes. They are looking for (good) sense and unforgettable moments. On the other hand, if they don’t get it, they won’t wait long before looking for alternatives!
Tell and bring a story to life, bring back sensory experiences to the customer journey, engage visitors in their discovery of the product, talk about the brand’s expertise. From the moment they enter the store, everything must contribute to transporting them. The space becomes a theater, the salespeople become guides, and their gestures become rituals. The lighting, the sound, the scent—every detail counts. People no longer come just to buy; they come to immerse themselves, to understand, and to feel. Luxury brands understand this well: you don’t buy a piece; you experience a scene, a moment suspended in time. The physical experience becomes the living manifesto of the brand. It is in this attention to detail, in this ability to slow down time, that the real magic lies. An exceptional moment, a break from everyday life and, above all, a promise kept: here, everything is authentic.
Jacquemus perfectly embodies this idea with its pop-up stores, with their unique and poetic aesthetic, designed as a total immersion in the brand’s universe. These are places where the product is almost an excuse. People come to escape and be inspired. The store becomes a place of emotion and the visit an experience in itself. And in a world where everything can be copied, it is this truth, embodied and tangible, that remains inimitable.
The product is only the beginning of the story
The high level of service, at every stage of the journey, is the key to differentiation. When I buy a product from the Maison, I’m not just buying an object, I’m buying a memorable experience, where rituals and brand attention mark my visit. Every interaction counts, from the personalized welcome to the little touches for visitors, to the ritualization of the product discovery.
The latter, in particular, can become a moment suspended in time, combining sensory experiences and emotions. The way a bag is opened, the way the lining is revealed, or the precision of the stitching. These details are not insignificant; they are proof of exceptional craftsmanship. The material, the texture, the finish—everything speaks to the senses. It is no longer just the product that is being presented, but a story that is being told. The object comes to life, humanized by the story surrounding it and by the hands that shaped it.
Beyond the object itself, it is emotion that is expressed. Houses that know how to tell this truth create an intimate and lasting bond. Some even go so far as to reveal the secrets behind their excellence: training, techniques passed down, portraits of the people who create.
It is no longer the object itself that appeals, but what it allows us to feel. We no longer discover just a product, we enter into the intimacy of a story, shaped by hands, time, and expertise. And it is this emotion, sincere and deeply human, that makes the difference.
But this requirement does not stop once the product has been purchased. It is over time that the House demonstrates its commitment and ability to deliver an unparalleled level of service. Like Chanel, with its Chanel & Me program. Designed as an extension of the shopping experience, this service offers customers tailor-made after-sales support: care advice, repairs, and cosmetic refreshes. Everything is designed to keep the product alive over time and strengthen the emotional connection with the brand. The purchase becomes a starting point, not an end in itself. Where imitation stops at immediate appearance, the House invests in a lasting, attentive, and loyal relationship. It is this continuity in the relationship that creates true value.
It is no longer enough to wear the product to belong to the club
In a world where external symbols of wealth and style are easily imitated, true distinction now comes through access. It is no longer what you wear that counts, but what it opens up. Montblanc, with its M58 club, transforms the purchase of a watch into a gateway to the extraordinary. Each year, only 58 models are created to allow the same number of carefully selected customers to join this exclusive circle and enjoy experiences such as a walk on the Mer de Glace accompanied by mountain guides. The product is no longer an end in itself, but rather a passport to exclusive experiences within the club.
Also in watchmaking, Panerai launched an exclusive collection of 10 watches, which gave future owners access to an immersive two-day training course with the GIGN. Pride is no longer just about owning the product, but about being part of those who have experienced something exceptional and ultra-exclusive, and a way of showing others what you have access to. This is an infinitely more desirable form of luxury because it is unique, lived, and above all, impossible to replicate. The feeling of belonging is built around shared emotions, real-life stories, and rare moments. Luxury brands become passports to the exceptional and the experiential, a social link, a status symbol, almost sacred.
Even before the rise of knockoffs, luxury was already experiencing a form of saturation. The invasion of copies has only reinforced this phenomenon. When everything can be bought and copied, what is left to desire? Emotion, experience, unique moments. The experience then takes on a new dimension: offering the extraordinary through emotion and the privilege of living in the precious moment. Loyalty is rooted in these rare moments that create a form of emotional recognition. And this emotional attachment transforms into a sincere commitment to the brand.
In a world where everything can be duplicated, emotion remains inimitable. This is where the power of experience lies: it cannot be possessed, it is lived and engraved. Where imitation stops at the surface, experience leaves a lasting impression. More than a lever for engagement, it becomes a strategic asset. Brands must now think in terms of Return On Experience (R.O.X. TM, by Héroïne: every moment experienced must nurture the bond, rekindle desire and generate lasting value. Offer moments, not just products, to become a source of inimitable emotion and, therefore, indispensable.
Read also > [COLUMN] How can luxury brands fight back against counterfeiters?
Featured photo: DR
