Dupe: shall it be banned? Or embrace it?

What's your take on dupe? The knockoffs or fakes? Well, they've actually stepped up their game and are now considered pretty chic.

Dupe first made its mark back in 2010, when a group of popular beauty YouTubers started recommending cheaper products that closely resembled high-end ones. In the past, buying dupes was all about trying to pass them off as the real deal.

But now, things have changed. Buying dupes has become trendy, especially with the rise of short video social platforms. Gen Z is all about finding and showing off their cool dupes.

What is dupe?

Dupe is basically short for "duplicate" and refers to a cheaper shopping alternative to luxury items. They aren't cheap knock-offs though, they just mimic some features of the more expensive products. Counterfeit products, on the other hand, have unauthorized logos or trademarks of popular brands.

How popular are dupes in the younger generation?

TikTok videos with the #dupe tag have gotten almost 6 billion views so far, and the report found that 70% of people who purposely look for dupes have a TikTok account. Research shows that even when Gen Z or millennials can afford the real deal, a lot of them still choose to buy dupes instead. Nearly one-third of adults in the US admitted to intentionally buying a knockoff of a high-end product, and at least 11% of UK consumers buy a dupe product every couple of months.

About one-third of adults, 31%, have willingly bought a dupe of a high-end product at some point. But Gen Z and millennials are even more into it, with participation rates of around 49% and 44%, according to Morning Consult.

When it comes to older shoppers, Gen X and Baby Boomers, clothing is the top dupe purchase. About 19% of them also snagged a dupe skincare product last year.

Why do they shop the dupe?

Income uncertainty is a big concern for many people. A recent report by Morning Consult revealed that 67% of consumers prioritize saving money when making purchases. Half of consumers admitted they opt for cheaper alternatives (dupes) to save money, while 17% said they would choose dupes even if they could afford the real deal. Thanks to TikTok, users are now able to see that the difference between luxury products and their dupes isn't as obvious as they thought. This has led to a growing trend of reducing expenses while still enjoying a similar experience and outcomes. Millennial fashion and beauty bloggers see dupes as a way to score better deals, prompting them to share their budget-friendly finds and provide quick #dupealerts whenever they discover new, value-packed items in the market.

Rising 'cool' dupe culture. For Gen Z, dupe talk is not so much about collecting genuine designer items but more about getting the same style for less by consuming authentic social content. Around two-thirds of US adults link positive words like "stylish," "trendy," and "high-class" with brands that are often copied. People of Color beauty enthusiasts are all about embracing dupes as a big part of internet culture, often mentioning them in funny posts shared with their community.

Entertainment. The talk about dupes mostly comes from POC (People of Color) Influencer Followers, Fashion Enthusiasts, gaming fans, swifties, and K-pop stans. Gen-Z entertainment fans are also joining in on the dupe convo. Pop stans, for example, really get into dupes, especially in the K-Pop photocard scene, which helps fuel the dupe trend.

What to buy and where to buy?

Dupes shopping is pretty common in categories like beauty & fashion, interior design, food & drinks, culture, and technology. You can find a lot of dupes in the beauty and fashion world.

Sometimes, retailers openly make dupes to compete with others. Discount stores like Aldi and Lidl are known for their versions of popular brands. When it comes to home decor, IKEA is a big player in the dupe game.

If you're looking for dupes, you can check out Amazon, Walmart, Target, and Aldi. Amazon is especially popular among dupe lovers and fans of certain brands, like SKIMS and Lululemon. Aldi has also jumped on the dupe train thanks to some cool beauty tips shared on TikTok.

Brands strategies

Report any fake or counterfeit goods, and make sure to protect your intellectual property. As the owner of the original product, you can limit the chances of fakes by registering, asserting, and enforcing your rights. This includes trademarks, copyrights, registering logos, and perhaps even a unique shape mark. If you notice someone using a name that is similar to your rights, make sure to speak up.

Stay connected with popular culture. Companies should view fakes as an opportunity to enhance their brand and stay relevant in the cultural scene. For example, Lululemon, a high-end sports clothing company, successfully marketed their $98 Align tights by allowing fans in Los Angeles who had bought fake versions to exchange them for the real deal in-stores. By offering more affordable products under the same brand name, companies can attract consumers who want brand recognition without the high price tag. For instance, Koolaburra by UGG offers similar shoe designs as classic UGG shoes but at a lower cost.

Choose reputable sales channels. While it may be difficult to completely stop the sale of fakes, companies can control where their products are sold by partnering only with platforms that prioritize brand protection.

ReferenceReference

Counterfeit goes cool: high-end brands urged to embrace rise of #dupe

With Gen Z, millennials now the biggest ‘dupe’ shoppers, online culture has flipped the script,’ analyst says

Dupe culture takes hold, even among older and affluent consumers - Savanta report

Dupe, Dope, Doop - Consumer trends around the “dupe” phenomenon