This chapter examines the role of the similarity of a dupe’s design to that of a luxury product in shaping consumer attitudes toward dupe brands and purchase intentions for their products. Across an experiment, we show that moderate design similarity enhances consumers’ positive evaluations of a dupe brand, which in turn, increases dupe purchase intention. Positive attitudes toward the luxury brand predict purchase intention of a luxury product as well as of a dupe product. This chapter contributes to the literature on product design and consumer behavior by clarifying how dupe brands leverage visual similarity to luxury brands to attract consumers. Implications are discussed for understanding the growing diffusion of dupes and the theoretical mechanisms linking design, perception, and consumption. This chapter explores why dupes attract consumers and how design similarity affects the appeal of dupe brands. Results from an experiment show that moderate design similarity enhances consumers’ positive evaluations of a dupe brand, which, in turn, increases dupe purchase intention. Positive attitudes toward the luxury brand predict purchase intention of a luxury product as well as of a dupe product. These insights highlight a key strategy for firms operating in the affordable segment: using design similarity to luxury brands as a lever to enhance consumer acceptance while avoiding risks of confusion or legal issues. For luxury brands, the findings underline the competitive threat posed by dupes and the importance of protecting their design codes.