How Dupe Culture is Reshaping Retail

How Dupe Culture is Reshaping Retail

How Dupe Culture is Reshaping Retail 1440 428 ASG
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Navigating Dupe Culture

Dupe culture has emerged as a disruptive trend within retail, signaling a powerful shift in consumer spending, especially among Gen Z shoppers. For retailers, this growing demand for “dupes” is not simply about cost-effectiveness; it’s a shift that could redefine brand equity and reshape market positioning. As Gen Z, a generation marked by financial prudence and a heightened awareness of value, becomes a dominant consumer force, retailers must consider how dupe culture could influence both their customer base and overall brand perception.

The Allure of Dupes

Dupe culture—short for “duplicate”—is a phenomenon in which consumers actively seek nearly identical, lower-cost alternatives (“dupes”) to premium products that match in quality or functionality. Popular categories for dupes include luxury makeup, skincare, and designer apparel, with fast-fashion brands like Shein and Temu leading the way by providing cheap alternatives.

From home décor and tech gadgets to fashion accessories, dupe culture spans industries, allowing cost-conscious consumers to find “luxury for less.” This rising preference for dupes challenges traditional brand loyalty and raises the stakes for retailers aiming to balance premium offerings with value-based options.

The Consumer Appeal of Dupes

The dupe trend is reshaping consumer culture, with influencers actively hunting for budget-friendly alternatives to high-end clothing, beauty products, and home décor. This pursuit is not just about savings; it’s the thrill of discovery and the joy of sharing these finds. Unearthing a worthy dupe brings a sense of accomplishment; there’s no shame in choosing a “knock-off.”

“The rise of dupe culture speaks to a generational shift in consumption of goods and media,” said Jennifer Baker, growth marketing leader at creator management platform Grin. “Previous generations may have shopped for knockoffs on the sly, but Gen Z has not only normalized buying knockoffs or generic products, but has grown the #dupe movement into one of the most searched terms on social media.”

According to eMarketer, around one-third of makeup consumers ages 18 to 34 (33%) and 25 to 34 (35%) bought a dupe due to something they saw on social media. And research conducted by Alexandra J. Roberts for Northeastern University’s School of Law, revealed that “71% of Gen Z  and 67% of Millennials report they sometimes or always buy dupes. Where older generations clandestinely purchased dupes hoping to pass them off as the real thing, young bargain-hunters eschew gatekeeping and proudly share their finds with friends and followers.”

One-third of makeup consumers ages 18 to 34 buy dupes inspired by social media. Research from Northeastern University shows 71% of Gen Z and 67% of Millennials regularly purchase dupes, proudly sharing their finds as a badge of value over exclusivity. This financially savvy approach is redefining brand loyalty and pushing retailers to rethink how they deliver value.

Gen Z’s financially savvy, value-driven approach is fueling the rise of dupe culture. This generation is redefining brand loyalty, pushing retailers to reconsider how they deliver value and exclusivity.

Hashtags like #DupeAlert or #DupeCulture make it easy for consumers to find these alternatives. However, according to Roberts, “Amazon has banned its use in product descriptions, TikTok has blocked the hashtag #designerdupe, and Target’s legal team forbids the company from saying the word.”

Consumers know how to get around the hashtag and still share their favorite finds. BuzzFeed published a list of Amazon products that were “very similar” to higher-priced products; DUPETHAT, an Instagram influencer, doesn’t use the hashtag in her posts but has over a million followers.

But it’s about more than just finding a less expensive alternative to a popular luxury brand. It’s also about the thrill of discovery. This challenge to the traditional notion of luxury, where exclusivity and price once defined value, is driven in part by the constant companion of economic uncertainty over the past several years. Most shoppers are more budget-conscious, and dupe culture allows them to indulge in luxury experiences without the luxury price tag.

But for brands, it can be another story. When a $10 foundation is hailed as a perfect match for a $50 high-end product, it can dilute the prestige associated with the original brand. However, some brands have embraced dupe culture by marketing themselves as an affordable alternative to luxury, while other designers are creating their own dupes to capture market share.

Brands Thriving in Dupe Culture

e.l.f. Cosmetics has embraced dupe culture by aligning closely with its target audience. Influencer Marketing Factory attributes e.l.f.’s success to how it has “adopted the voice of its loyal beauty community, leaning into Gen-Z slang, TikTok trends, and playful comments.”

Olaplex, a pioneer in “bond-building” hair care, has also capitalized on dupe culture. When the hashtag #olaplexdupe hit over 30 million views on TikTok, the brand humorously joined the trend by sending influencers a “viral dupe” of a fake product, Oladupé No. 160, to turn imitation into brand engagement.

Lululemon hosted a “dupe swap” that allowed consumers to trade their dupes for branded versions. This came after a viral TikTok highlighted leggings that closely resembled Lululemon’s at a lower price point.

H&M and Mugler collaborated to create accessible high-fashion pieces, embracing the blending of luxury and fast-fashion. Fast-fashion retailers like H&M and Target openly sell duped products, generating buzz and catering to demand for high-quality yet affordable alternatives. These partnerships benefit designers by expanding brand visibility and reaching new audiences.

@jordannkelsey

The perfect new dupes by Mugler x H&M ✨ im into it, what do you think? #muglerxhm #mugler #fashioncollab #fashiontrends #hottopic #fashionnews

♬ Aesthetic - Tollan Kim

Sophie Hardie, client director at the Goat Agency, advises brands to lean into dupe culture. She says, “Brands don’t need to worry about their reputation being damaged… Instead of fighting dupes, high-end brands should light-heartedly engage with popular culture, showing confidence in their brand’s power.”

The Future of Dupes: Risks and Opportunities in Retail

As dupe culture expands, it brings both challenges and opportunities to retail. While dupes may not directly infringe on IP, the line between inspiration and imitation is increasingly blurred, with some designers seeing dupe culture as unregulated and exploitative. One indie designer described how an Amazon seller duplicated her product and used AI to alter her promotional videos without permission; another went viral after alleging a major retailer appropriated her original designs. Such cases underscore the vulnerability of creatives in a world where duplication technology is advancing rapidly.

Looking ahead, retailers may face more regulatory scrutiny. Evolving IP laws could strengthen protections for designers, especially around unauthorized AI use to imitate original work. This also raises concerns about consumer trust, as shoppers may struggle to distinguish authentic products from replicas. Retailers should innovate to help their brands stand out from fast-fashion dupes.

A crucial aspect of dupe culture is its environmental impact. Fast fashion, largely driven by dupes, contributes more to climate change than aviation and shipping combined, with textile production responsible for 20% of industrial water pollution, according to a report from a The Fifth Agency. Brands that emphasize fair labor practices and sustainable sourcing could gain loyalty and stand apart from dupe-centric competitors.

Ultimately, brands can address the rise of dupe culture by focusing on quality and authenticity while embracing transparent, ethical, and eco-conscious initiatives that resonate with today’s values-driven consumers.

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