WATCH: Copy, compete, or litigate: navigating dupe culture in today’s marketplace

Caitlin Byczko and Megan New, Partners at Barnes & Thornburg, LLP, are joined by Geneviève Prévost, Director of Global Intellectual Property at Molson Coors, for a fireside chat on the evolving dupe marketplace.The discussion looks at the growing prevalence of copycat products and the legal questions they raise, including how courts are assessing claims involving trade dress, false advertising and unfair competition. It draws on recent high-profile cases, including disputes involving Sol de Janeiro and Williams-Sonoma, to illustrate emerging trends.The panel also considers practical approaches for businesses operating in this environment, whether responding to copycat products or evaluating their own competitive strategies. The focus is on balancing commercial pressures with legal and reputational risk.