Tag: InfluencerMarketing

The South African media have recently reported growing concern within SARS about the online promotion of so-called “luxury dupes”. Dupes are short for “duplicates” and represent products that mimic well-known luxury brands and are often promoted on TikTok, Instagram and other social platforms, but at a fraction of the price.

Marketing used to be built on predictability. A brand would broadcast a message, drive awareness, move audiences through consideration, trigger conversion and then hope retention follows. The funnel was neat, linear and traditional. But today, the funnel is breaking. Not because marketing stopped working, but because people changed, attention fragmented, and trust became the real currency.