Rosalind Evans
In a market where high-end brands once reigned supreme, the rise of “dupes”—affordable imitations of luxury goods—has marked a significant shift in consumer behavior. Once shrouded in secrecy due to their perceived inferiority and legal issues, dupes have emerged as a mainstream phenomenon, celebrated for their affordability and accessibility. As Sara Walker, a Los Angeles-based influencer and fashion expert, says, “It’s not necessarily because the consumer doesn’t love the brand; sometimes it just makes more financial sense to buy the dupes.”
Dupes: A Legal and Affordable Alternative
Dupes differ from counterfeit goods because they are legal alternatives rather than unauthorized replicas of trademarked products. They offer consumers a way to enjoy similar styles without the hefty price tag. “It’s not a direct knockoff; it’s kind of revising something chic from a designer world into a more accessible product,” explains Walker. This innovation allows shoppers to indulge in trendy items without compromising their budget, making high-fashion looks more attainable for the average consumer.
TikTok’s Role in the Dupe Revolution
The surge in dupe popularity can be largely attributed to TikTok, which has become a central hub for discovering and purchasing these budget-friendly alternatives. “TikTok is ground zero for where all this is happening,” says Ellyn Briggs, brands analyst at Morning Consult. The platform’s TikTok Shop, launched in September of last year, has become a hotspot for dupe enthusiasts, particularly among younger generations. According to a Morning Consult poll, about 40% of Gen Zers and 37% of millennials have made at least one purchase through TikTok Shop.
Retail Giants Embrace Dupes
While TikTok has popularized dupe shopping, retail giants like Amazon, Walmart, and Costco have also embraced this trend. For example, Costco’s viral floor mirror dupe of an Anthropologie mirror highlights how widespread and accessible these alternatives have become. Walker notes, “Dupes are everywhere now. That’s just how it is.”
The Economic Factors Driving Dupe Demand
The growing popularity of dupes reflects broader economic trends. Many are turning to more affordable shopping options as Americans face rising living costs and depleting savings. Brett House, an economics professor at Columbia Business School, attributes this shift to the need for consumers to stretch their budgets further. “Sustaining recent consumption patterns is making people potentially susceptible to the promise that a dupe offers,” House explains.
The rise of dupes represents a significant shift in consumer behavior, driven by both economic pressures and the allure of affordability. As Sara Walker and Ellyn Briggs highlight, these budget-friendly alternatives allow consumers to stay stylish without breaking the bank. In an era where financial prudence is increasingly important, dupes offer a practical solution for those looking to enjoy fashion and trends without overspending.
