Inside Quince’s Quest to Sell Luxury Goods for Less
Podcast: The Journal.
Hosts: Jessica Mendoza, Ryan Knutson
Guest/Reporter: Javi Lieber
Date: December 1, 2025
Overview
This episode explores the meteoric rise of Quince, an e-commerce company offering affordable versions of luxury essentials—from cashmere sweaters to Italian leather purses. Hosts Jessica Mendoza and reporter Javi Lieber unpack how Quince wins over Millennial and Gen Z shoppers with high-touch marketing, proprietary tech, and a "dupe" strategy, while also examining the criticisms and legal scrutiny the company draws for copying design "trade dress," and questions about its quality.
Key Discussion Points & Insights
1. The Quince Phenomenon
- Quince’s Approach: Sells everything from clothes to homewares, targeting everyday essentials that feel luxurious (e.g., silk shirts, cashmere sweaters, Italian leather purses) at prices far below traditional luxury brands.
- “It has that aesthetic that millennials find irresistible. There's a lot of beige, a lot of brown, a lot of neutrals. They make the things that you could see folding into your everyday life.” (Javi Lieber, 00:42)
2. Explosive Growth & Market Strategy
- Rapid Expansion: $1.1 billion in annual revenue and a $4.5 billion valuation in just 7 years ([02:03], [02:18]).
- Highly Visible Marketing: Quince’s digital ads dominate social media and search, meticulously targeting women ages 25 to 55.
- Aggressive Targeting Experience:
- “Anytime I search for a new thing, I feel like Quince gets served up to me.” (Jessica Mendoza, 04:18)
- “In my product shopping experience… there it is.” (Javi Lieber, 05:26)
- Sophisticated Digital Strategy: Uses proprietary technology to scrape web data about bestselling items across luxury brands, analyzes customer reviews, and rapidly prototypes their own versions ([06:15]–[07:53]).
3. The “Dupe” Business Model
- What’s a Dupe? The episode distinguishes between “dupes”—inspired, non-identical cheaper alternatives—and outright counterfeits.
- Quince’s Transparency: Comparison charts on product pages openly list competing brands and highlight price differences.
- “Quince sells theirs for $79.90. And on Ugg's website, the boots that look the most similar are $190.” (Jessica Mendoza, 14:37)
4. Tech Roots & Supply Chain Innovation
- Founder Story: CEO Sid Gupta, with a tech and finance background, was inspired by the lower prices of luxury goods in India ([08:19]–[08:58]).
- Bullwhip Effect: Streamlining the supply chain—from manufacturer direct to consumer—is key to slashing prices:
- “The pricing in the west is really marked up because of the supply chain logistics… the more people you have in the supply chain, the prices hike up.” (Javi Lieber, quoting Gupta, 08:58)
- Direct-to-Consumer DNA: Launched in 2018 at the height of the DTC (direct-to-consumer) boom.
5. Quality, Customer Loyalty, & Criticism
- Product Quality Questions: Some shoppers complain of pilling sweaters, scratchy linen, and color-bleeding handbags ([17:21]).
- “They use less fabric or it's not the best sewing… you're paying for what you get because the price difference is in where they are cutting corners.” (Javi Lieber, quoting an apparel expert, 17:49)
- Quince’s Defense: CEO says poor items are pulled and that customer complaints trigger immediate outreach ([18:08]).
6. Legal & Ethical Challenges
- Trade Dress Lawsuits: Quince has been sued for allegedly copying recognizable designs, such as Ugg boots, and for misleading advertising in product comparisons (e.g., lawsuits by Deckers Brands, Tapestry, and Williams Sonoma, [15:22]–[16:33]).
- Court Outcome: In the Ugg case, the judge ruled in favor of Quince, determining the Ugg boot designs were generic and not protected by trade dress ([16:21]).
7. Consumer Trends and Brand Challenges
- Rising “Dupe Culture”: Economic uncertainty, social media, and declining brand loyalty drive shoppers toward quality alternatives at better prices.
- “People are no longer loyal to brands… even wealthy people are trading down.” (Javi Lieber, 18:33)
- A Copycat Paradox: The dupe model is itself dupe-able—Quince’s dominance makes it a target for imitation.
- “Quince can definitely get quinced… I was pitched these other websites… and it's a dupe of Quince.” (Javi Lieber, 19:23)
Notable Quotes & Memorable Moments
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On the Quince aesthetic:
- “There's a lot of beige, a lot of brown, a lot of neutrals.” (Javi Lieber, 00:42)
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On the power of digital marketing:
- “Anytime I search for a new thing, I feel like Quince gets served up to me.” (Jessica Mendoza, 04:18)
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On Quince’s tech disruption:
- “This company is more of a tech brand than a fashion brand.” (Javi Lieber, 08:09)
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On trade dress lawsuits:
- “The court ruled in favor of Quince… that these Ugg designs… were actually considered generic and not protectable.” (Javi Lieber, 16:21)
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On the risk of being “Quinced”:
- “Quince can definitely get quinced… and it's a dupe of Quince.” (Javi Lieber, 19:23)
Timestamps for Important Segments
- Introduction to Quince & Its Style: [00:05]–[01:27]
- Revenue and Growth Stats: [02:03]–[02:18]
- Marketing Dominance & Shopper Experience: [04:18]–[06:15]
- Proprietary Tech & Product Development: [06:15]–[08:09]
- CEO Background/Founding Story: [08:19]–[09:29]
- Business Model & DTC Context: [09:29]–[10:42]
- Web Traffic and Competition: [10:51]–[11:19]
- Dupes, Comparisons, and Design Lawsuits: [12:42]–[16:33]
- Product Quality Concerns: [17:21]–[18:08]
- Shifts in Consumer Behavior: [18:27]–[19:09]
- Reflections on Competitors & the “Quinced” Threat: [19:09]–[20:21]
Conclusion
Inside Quince’s Quest to Sell Luxury Goods for Less delivers a comprehensive look at how Quince leverages technology, supply chain efficiency, and aggressive marketing to capitalize on today’s trends in frugal yet style-savvy shopping. As the brand navigates rapid growth, lawsuits, and scrutiny of its quality and originality, it stands as a symbol of both innovation and controversy in the modern retail landscape. As Javi Lieber notes, “the dupes can get duped and Quince can get quinced”—a reminder that disruption is always a moving target.