SKALE UP

In this episode of Skale Up, we dive into the world of dupe culture. Unpacking its rise, implications for luxury brands, and how some labels are cleverly navigating the blurred lines between authenticity and imitation. From Zara’s runway-inspired racks to beauty brands like MCo Beauty mimicking cult favourites, we explore the fine line between inspiration and infringement.

The conversation spans consumer behaviour, legal grey areas, and how visibility into manufacturing has shifted the power dynamic. We also touch on how luxury brands are responding, from Bottega Veneta’s fine jewellery launch to Olaplex’s cheeky “OlaDupe” campaign.

Plus, a hot take on how sporting events are becoming luxury’s next big stage: from Louis Vuitton at the F1 to Kith x Wilson and the evolution of brand ambassadors with real talent, not just aesthetic appeal.

Inside the episode

* Dupe vs. Counterfeit: What’s the difference and why both are thriving.

* Consumer Savviness: Why shoppers are turning to dupes even if they can afford the original.

* Luxury’s Credibility Crisis: Transparency in manufacturing has created new challenges for prestige pricing.

* Brand Strategy: How brands like Olaplex and Bottega Veneta are cleverly embracing or responding to being duped.

* Legal Limits: Lululemon’s lawsuit against Costco and why it might backfire.

* Craftsmanship vs. Marketing: The value of storytelling and quality in preserving brand equity.

Hot Take of the Week

* Sports x Luxury: From Wimbledon to F1, why high-end brands are investing in sporting events as lifestyle and community-building platforms.

Connect with Us:

* Instagram: @skale_australia

* Linked in: https://www.linkedin.com/company/skale-australia/

* Email us: [email protected]

* Website: www.skaleaustralia.com

Thank you for listening! If you enjoyed the podcast, please subscribe.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

This week on Skale Up, we pull back the curtain on what it's really like to leave behind a corporate career and start a business from the ground up.

Reporting from Bali and Sydney, this episode is a real and honest reflection on entrepreneurship, personal transformation, and the power of meaningful partnerships.

Expect candid insights, vulnerable truths, and a few laughs—plus a sharp “hot take” on the shifting luxury landscape (spoiler: jewellery is winning over leather goods right now).

Inside the episode:

* The real story of their launch journey (and how they’re tracking just six weeks in)

* What it actually feels like to be your own boss

* Learning to let go of hustle culture and embrace a new rhythm

* Why being business partners has been a game-changer for both of us

* A peek into what it’s like to work remotely from Bali with kids in tow

* Trusting the process when nothing feels certain

* The unexpected emotional weight (and freedom) of entrepreneurship

* Why support networks matter more than ever

* Creative jewellery making waves in the industry: Nadine Ghosn

Hot Take of the Week

Luxury is softening, but not for everyone. With leather goods down and jewellery on the rise, we break down why consumers are leaning into jewellery purchases. And yes, we do talk about the $17K Chanel bag...

Connect with Us:

* Instagram: @skale_australia

* Linked in: https://www.linkedin.com/company/skale-australia/

* Email us: [email protected]

* Website: www.skaleaustralia.com

Thanks for listening! If you enjoyed the episode, please subscribe.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

In this episode, Sydney-based luxury consultants Julie Kim and Sophie Seymaux dive deep into the evolving world of brand activations and experiential marketing. From European summer pop-ups to immersive cultural experiences, they explore what’s working, what’s tired, and what’s next for luxury brands looking to make a meaningful impact.

Inside the episode:

* European summer activations: beach clubs, villas, and the “Euro-riviera” effect

* Miu Miu’s Summer Reads – why subtle, lifestyle integrations win

* Pop-ups as commercial testing grounds: Coach’s Tabby takeover

* Post show note: The pop up was equally experiential as it was commercial. Coach did an impressive Tik Tok campaign to drive traffic (we are clearly not the target demographic). This is a great example of how online drives to offline. We just wish they opened up the targeting to us 30-somethings!

* What brand can get wrong: lack of 360 campaigns and missed conversion opportunities

* Nike After Dark and Lacoste in Bali – two examples of community-led vs. buzz-led activations

* Louis Vuitton’s boat boutique in Shanghai – when scale meets spectacle

* Beauty brand Ouai dry cleaner pop-up

* Product-led hype through scarcity strategies

* The Sydney pop-up gap – where brands can make a local impact

* The underwhelming Loewe x Fouquet’s activation — Instagram vs reality

* Why authenticity, audience loyalty, and seamless omni-channel planning matter now more than ever

* Industry hot take of the week: Anna Wintour steps down (sort of) – is it time for new fashion leadership?

Overview of key activations mentioned: @skale_australia

Resources & Mentions:

YSL villa in Marrakech: @sail

Gabrielle “Coco” Chanel’s villa, La Pausa: @wwd

* Miu Miu Summer Reads: @miumiu

Nike After Dark World Tour in Sydney: @bythewhiteline

Lacoste hotel Bali: @neurgasm

The Louis Boat in Shanghai: @indulge.global

Louis Vuitton hoarding in NYC: @dezeen

Ouai dry cleaners pop up in NYC: @theouai

Miu Miu’s Tales and Tellers experience at Art Basel in Paris: @miumiu

Coach Tabby Sydney activation: @elle.aus

Loewe Pop Up Bar at the Fouquet’s New York: @uncovermore

Connect with Us:

* Instagram: @skale_australia

* Linked in: https://www.linkedin.com/company/skale-australia/

* Email us: [email protected]

* Website: www.skaleaustralia.com

If you enjoyed this episode, please share it, leave a review, or DM us your topic requests for future episodes.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

In this episode, we dive into one of the most pivotal shifts in the luxury industry: the rise of Gen Z as a cultural and consumer powerhouse. From their sustainability values to the irony of fast fashion, from their craving for authenticity to their growing digital fatigue, Gen Z is transforming the way luxury brands operate and communicate.

A glimpse inside:

* Who is Gen Z and why they matter to luxury brands

* The “attitude-behaviour gap” between values and actual purchase patterns

* Sustainability and the rise of vintage and second-hand shopping

* How Gen Z is changing marketing tone — from polished to quirky and real

* Influence beyond buying power: Gen Z’s cultural ripple effect

* The loneliness epidemic and the need for brands to foster community

* Shifts in alcohol consumption and sober-curious trends

* Nostalgia and tactile media in a world where AI is accelerating every day

Industry Hot Take of the Week:We cover France’s new law targeting ultra-fast fashion and what it signals for the future of sustainability in luxury.

New Episodes Every FortnightCatch us every other Wednesday for your next luxury industry deep dive.

Follow us for real-time industry news and trends

* IG: @skale_australia

* Linked in here.

Thank you for listening! If you enjoyed the podcast, please subscribe.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

In today’s episode, we talk all about obtaining buy-in with a topic submission from Tara Milton, Vice President of Media at Heartbeat. She shares “One of the biggest things is getting clients to try risky things. How can we make them feel confident to take risks so they stand out amongst their direct competitors but also all the other noise people are exposed to on a daily basis.”

We talk about our approach to getting buy-in whether inside corporate or a consulting firm/agency point of view including how to make a strong case, ensuring the creative idea on brand, identifying allies who can support you and how we navigate key stakeholders throughout the process.

This week’s industry hot take discusses the new Bottega Veneta campaign “Craft is our language.” You can see the campaign here. Tune in to find out our take on Bottega’s strategic approach to this campaign.

If you have a topic that you would like for us to discuss, DM us or email [email protected]. We would love to hear from you.

Follow us on Instagram @skale_australia

Follow us on Linked in here.

Thank you for listening! If you enjoyed the podcast, please subscribe.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

In this episode, we are thrilled to announce the launch of SKALE Australia. At SKALE, we aim to bring a fresh perspective to brand growth strategies in the Australian market. We want to empower luxury brands through bespoke strategies that combine deep market insights with creative and strategic vision.

During the conversation, we dive into what we offer, why we started it and the need we see in this market. We also start a short segment called industry hot takes where we will have a quick commentary on a topic we are seeing in the world of luxury - this week we talk about the Great Luxury Reset as seen in the Business of Fashion.

We share a glimpse into the realities of launching a company - what it is like to be an entrepreneur starting a new business and how it is different from our corporate lives.

Tune in and reach out with any topics you would like for us to discuss!

Follow us on Instagram @skale_australia

Follow us on Linked in here.

Thank you for listening! If you enjoyed the podcast, please subscribe.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

In the latest episode of SKALE UP, we tell all about leaving our executive positions at an international luxury powerhouse.

We talk about why we came to this decision to leave corporate life and how we navigated the process. When leaving behind a career that you love, there is excitement, doubt, grieving, and everything in between.

It’s not an easy decision for anyone to make and we wonder for those who are listening, who can relate?

Here is to taking leaps of faith!

Tune in every Wednesday to follow along on our entrepreneurial journey.

Follow us on Instagram @skale_australia for real time updates!

Thanks for listening! If you liked this podcast, please share it with a friend or a colleague who may be interested.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe

After 15 years working in luxury each, we are thrilled to bring you SKALE UP, the luxury industry podcast for market leaders, creatives, entrepreneurs, and anyone interested in scaling a business.

In this series, we will journey through our career transitions, share takes on industry trends and provide insights from inspiring leaders in our network.

Get to know us in our launch episode, where we share with you a bit about ourselves, why we are creating this podcast and what you can expect when tuning in.

Follow us on Instagram @skale_australia as it is only the beginning.

Thank you for listening. If you are curious for more, subscribe here.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com/subscribe