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Copies of branded items, particularly those with higher price tags, have been around for scores (possibly hundreds) of years, but until fairly recently they carried a whiff of shame that was reflected in one of their names: knockoffs<\/strong>. Traditionally, consumers bought them to get the benefit of wearing a near-enough copy of a luxury item they desired without having to sell a kidney to pay for it.<\/p>\n Another reason for dupes\u2019 previous negative connotation (one they haven\u2019t entirely shed) is that the concept of a \u201cdupe\u201d comes uncomfortably close to counterfeits, which are designed to fool an unsuspecting consumer into believing she\u2019s bought the real thing \u2014 and also are illegal.<\/p>\n But now, thanks to a confluence of trends including cost-conscious consumers<\/strong>, influencer support for dupe culture<\/strong> on social media, the growth of ecommerce<\/strong> and the soaring price of many luxury goods<\/strong>, the \u201cshame\u201d of buying a dupe has been turned into \u201cpride.\u201d Many shoppers, particularly younger consumers, see buying dupes as markers of \u201cfrugal cool,\u201d and revel in their ability to find a bargain that has the look and feel of the real thing.<\/p>\n In fact, Generation Z is the most frequent purchaser of dupe-style products, according to Emarketer: 71%<\/strong> of these consumers sometimes or always buy cheaper versions of name-brand products, according to a recent survey, as do 67%<\/strong> of millennials.<\/p>\n \u201cNot only is dupe culture now acceptable, but we\u2019re seeing influencers lean into it,\u201d said Liza Amlani, Principal and Founder of consulting firm Retail Strategy Group in an interview with Retail TouchPoints<\/em>. She described Instagram accounts of Costco<\/strong> hauls, including those looking at dupes of iconic Lululemon<\/strong> products such as a zip hoodie and finding they are of comparable (if not exact) quality.<\/p>\n But if many consumers are happy with getting \u201cdesigner\u201d items for less, the brands that are most often duped have reason for concern. They run the risk of losing not just one sale but a potential lifetime customer, since many luxury brands try to lure new shoppers with affordable items, trusting that they will increase their spend with the brand as their pockets grow deeper with time.<\/p>\n Lululemon, as indicated above, is a frequent target of dupers, particularly its Align leggings, which retail for as high as $98<\/strong>, compared to dupes priced in the $20<\/strong> range. The brand even went so far as to hold a Dupe Swap at its Century City Mall store in Los Angeles in May 2023, offering to take dupe leggings as trade-ins in exchange for a pair of the \u201creal\u201d product.<\/p>\n Lululemon reported that 50%<\/strong> of people attending the two<\/strong>-day Dupe Swap were new customers, and also that half<\/strong> were under 30<\/strong> years old, so the Swap served as an extended product sampling event, with the long-term goal of demonstrating the superior quality of the branded products.<\/p>\n However, if brands can\u2019t<\/em> make a convincing case that their high price points are reflected in the products\u2019 quality, they risk gaining a reputation as overpriced \u2014 and many luxury brands already suffer from this label, even among well-off shoppers.<\/p>\n \u201cOne of the biggest foot faults of fashion over the last few years has been the creeping up of price points to an astronomical level, which is actually taking people out of the fashion industry entirely; their money is now going into other things,\u201d said Jennifer Hyman, Co-founder and CEO of Rent the Runway<\/strong>, speaking at a session during the NRF Big Show 2025. \u201cOver the last few years, you\u2019ve seen luxury players take the price of a Chanel<\/strong> bag and almost double it, take the price of the LVMH<\/strong> or Kering<\/strong> inventory and take it up 80%, 100%<\/strong>. It\u2019s insane, even for a wealthy person.<\/p>\n \u201cThe consumer is not as snobby as she was 20 or 30<\/strong> years ago,\u201d Hyman added. \u201c[Back then] if you were rich, you only wore luxury goods, you only shopped in specific stores \u2014 you went to Bergdorf<\/strong>. Now, if you\u2019re rich, you\u2019re smart; you\u2019re like \u2018Yeah, I\u2019m going to buy some of my stuff at Bergdorf, and I\u2019m going to buy some of my cashmere at Quince<\/strong>.\u2019 I think that high fashion has priced itself out.\u201d<\/strong><\/p>\n Higher prices for \u201creal\u201d items have been accompanied by higher quality for dupes. \u201cToday the dupes are awesome,\u201d said Hyman. \u201cFifteen<\/strong> years ago, fast fashion dupes were crap, but today, fast fashion dupes have gone up in quality. Luxury has come down on quality, yet Zara<\/strong> has gone up in quality; it\u2019s a really interesting shift.\u201d<\/p>\n The luxury market overall has been struggling: After exceeding a record \u20ac1.5 trillion<\/strong> ($1.56 trillion<\/strong>) in 2023, the luxury market declined between 1% to 3%<\/strong> year over year in 2024, according to Bain & Company research.<\/p>\n Of course, not all dupes are comparable in quality to the genuine articles, and it\u2019s much more difficult to ensure that they are produced ethically, responsibly and sustainably. In this sense, dupes have the same drawbacks as counterfeits. \u201cConceptually, whether it\u2019s a dupe or a counterfeit, the product won\u2019t have the same quality or standards across product development\u201d as a branded product, said Amlani.<\/p>\n Amlani praised Lululemon\u2019s approach to the dupe dilemma as striking a balance between fun and consumer education. \u201cI think more brands should do these types of things, because they stem from accepting that [dupe culture] is happening,\u201d she noted. \u201cIt\u2019s also about educating the customer, and it aligns with the sustainability strategies that brands are looking at. The idea is that once you start educating the customer, they will decide how they want to shop.<\/strong> And if we can educate them while we are creating products or investing in sustainability and ethical sourcing standards, they can differentiate themselves against the fakes that are out there. [Education also can help explain] why things cost what they cost.\u201d<\/p>\n However, Amlani stressed that bargain-hunting shoppers are not to blame for the downsides of dupes. \u201cIn many cases people are shopping blind,\u201d she said. \u201cFor example, if a consumer is buying an item on Shein<\/strong> or Temu<\/strong>, \u201cthey don\u2019t know where the product is coming from.\u201d<\/p>\n Much of the growth of dupe culture can be tied to \u201cconsumer behavior and shifts in spending habits \u2014 and what\u2019s available to that consumer,\u201d said Amlani. \u201cWe\u2019re comparing and price shopping before we even go to a store.<\/strong>\u201d<\/p>\n Additionally, it\u2019s simply easier to demonstrate a product\u2019s quality in a brick-and-mortar environment, and reputable retailers will have done everything they can to source product from real brands. In some cases, such as at Zara, the retailer has a \u201cvertical supply chain and [is subject to] stringent laws and regulations,\u201d said Amlani, which explains its combination of affordable prices and product quality.<\/p>\n That ongoing search, for quality and value at an affordable price point, will continue to fuel dupe culture, according to Hyman: \u201cThe consumer wants great stuff, and she wants brands that know who they are, she wants authenticity, but she\u2019s not always going to get the most expensive thing just because she can.\u201d<\/strong><\/p>\n<\/p><\/div>\nBrands Try to Differentiate Themselves from Dupe Versions<\/strong><\/h3>\n
The Dangers of Dupe Culture<\/strong><\/h3>\n