Affordable Designer Dupes Gain Popularity as Shoppers Prioritize Savings – Expert Insights
From leggings to lip gloss, there’s a dupe for almost any brand-name product. Buying a knockoff used to be a consumer’s dirty little secret, largely because a “fake” was considered inferior to the real thing, not to mention the economic cost and intellectual property rights infringement. However, brand imitators, also known as dupes — short for duplicates — have elbowed their way into the mainstream and are now even cool.
“It’s not necessarily because the consumer doesn’t love the brand, sometimes it just makes more financial sense to buy the dupes,” said Sara Walker, a Los Angeles-based influencer and fashion industry expert. Unlike illegal counterfeit goods, which tend to carry an unauthorized trademark or logo of a patented brand, these dupes are cheaper, typically legal alternatives to premium or luxury consumer products, and in some cases preferred to their pricier counterpart.
“It’s not a direct knockoff, it’s kind of revising something that’s very chic from a designer world into a more accessible product,” Walker said. Brand imitators have found “this narrow little aisle to operate in that satisfies consumer demand” and keeps them safe from actual legal action from the companies they are duping, according to Ellyn Briggs, brands analyst at Morning Consult.
The Rise of Designer Dupes
Even when consumers can get the real thing, nearly 33% of adults intentionally purchased a dupe of a premium product at some point, according to a report by Morning Consult. The business intelligence company polled more than 2,000 adults in early October. TikTok has played a significant role in popularizing designer dupes, with its algorithm-driven content and short video format making it a hotspot for sharing shopping hacks and deals.
“TikTok is ground zero for where all this is happening,” Briggs said. TikTok Shop, especially, “has become the storefront for dupes,” Briggs said. Younger generations use TikTok Shop more than older cohorts, with about 40% of Gen Zers between the ages of 18 to 26 making at least one purchase on the platform.
Designer look-alikes can also be found at retail giants such as Amazon, Walmart, and Costco, making dupes easily accessible to a wide range of consumers. “Dupes are everywhere now, that’s just how it is,” Walker said. Shopping for dupes has become a way for consumers to stay on-trend without breaking the bank, especially as fashion cycles through styles faster than ever before.
The Appeal of Dupes in Today’s Economy
In a time when many Americans are struggling with rising prices for everyday items, dupes offer a more affordable option for those looking to update their wardrobe without overspending. With many consumers relying on credit cards to make ends meet, there is less disposable income left for discretionary spending. This financial strain has contributed to the popularity of dupes, as consumers seek ways to save money without sacrificing style.
“Sustaining recent consumption patterns is making people potentially susceptible to the promise that a dupe offers,” said Brett House, economics professor at Columbia Business School. The sustained interest in dupes reflects how cautious consumers have become about making big purchases in the current economy, according to Briggs. Price remains the primary factor for purchase decisions, whether a shopper is cash-strapped or not.
The Quality of Dupes
While dupes may offer a more affordable alternative to designer products, the quality can vary. In some cases, consumers may find that they get what they pay for when opting for a dupe over the original. However, for many shoppers, the lower price point of a dupe outweighs any potential differences in quality.
“It’s not always financially responsible to buy the original,” said Walker, who has tried dupe leggings, perfume, and sunglasses. Shopping for dupes allows consumers to participate in trends without breaking the bank, making it a popular choice for those looking to stay stylish on a budget.
The Future of Dupes
As the popularity of designer dupes continues to grow, retailers are likely to expand their selection of affordable alternatives to high-end products. With platforms like TikTok driving the trend of dupe shopping, consumers have more access than ever to stylish and budget-friendly options. Whether shopping on TikTok Shop or browsing retail giants like Amazon, dupes are becoming a staple in many consumers’ shopping routines.
In conclusion, the rise of affordable designer dupes reflects a shift in consumer priorities towards savings and accessibility. As the economy continues to present challenges for many Americans, the appeal of dupes as a budget-friendly alternative to designer products is likely to persist. With the influence of platforms like TikTok driving the popularity of dupe shopping, retailers are adapting to meet the demand for affordable and stylish options.