Younger shoppers have developed an affection for affordable fashion and accessories that mimic the look of premium brands. Passion for these replicas has permeated the shopping culture through social media, particularly TikTok. They even have a name — dupes — short for “duplicates.”
According to a recent report from the business intelligence firm Morning Consult, 31% of adults have intentionally purchased a dupe. The proportion of dupe buyers rises to 49% for Gen Z and 44% among millennials.
Unlike counterfeits, dupes are legal products with styling or features similar to high-priced brands. Shopping for dupes is “something that's actually a prideful thing for consumers," said Ellyn Briggs, Brands Analyst at Morning Consult.
“A dupe can give you this sense of gaming the system," said New York-based fashion writer Marisa Meltzer, "but it's not going to be the same feeling you get with an expensive product."
Morning Consult found that money was the primary reason for buying a dupe for 67% of consumers polled. "It's a way to partake in that product experience without having to spend a high amount of money," Briggs said.
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