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dupe culture

Gen Z and Dupe Culture: What Brands Need to Know in 2024

November 19, 2024·3 min read
dupe culture

TL;DR 

A fun-sized summary of this article

  • Gen Z loves fakes, frauds, and dupes - oh my! But that doesn't mean brands can't cash in on our love of knockoffs.

  • Counterfeit goods are getting their own niche within the consumer market thanks to social media, and its impact is significant (and lucrative).

  • As dupes become more popular, they also become more controversial, sparking ethical debates online about accessibility versus sustainability.  

Knock-off shaming is out of season - Gen Z is big on dupes and doesn’t care who knows. 

Consumer culture is regularly being reshaped and reimagined by new media and the social space; primary drivers of this change are the younger generations that spend most of their time (and money) there. As Gen Z’s buying power balloons,  the market will continue to take cues from our consumer preferences. 

However the most perplexing of these behaviors are causing brands to scratch their heads -  and fear for their profits. 

Why is duping so popular?

Your knockoff Chanel isn't anything to hide these days;  gen Z not only has no shame around counterfeit Goods,  they're actively  bragging about the newest dupe they found via tiktok. 

A big part of this allure is that thriftiness;  Gen Z is big on second-hand goods and pre-owned, refurbished tech to the degree that we’ve brought thrift shopping to the forefront of --.  There's an entire genre on social media revolving around people hunting through the aisles of Goodwill for their next secondhand find. 

And while there is a place for the acknowledgment of  sustainability and  accessibility that this opens up within the mainstream,  it is also a behavior firmly rooted in one of Gen Z's foremost financial realities: individually, we are all kind of broke. And with that comes the allure of the dupe. 

Dupe culture makes luxury accessible for everyone, reframing the counterfeit good as something desirable, and commending the consumer on their frugality. In Gen Z’s economy, affordability is a badge of honor. 

The Role of Social Media

Purchasing counterfeit goods is now a very public affair -  #dupe tags on social platforms accumulate billions of views,  and influencers build entire niches out of finding affordable alternatives to luxury goods.   Back in the day, the purpose of the perfect fake was to go under the radar. Now, it's just the latest evolution of bargain hunting. 

Platforms like TikTok and Instagram have made shopping a communal experience, and in this space, sharing is a form of social currency.  The thrill of discovery is gamified by our algorithms that learn exactly what we like, at the price points we like it at. It's the perfect petri dish to cultivate a counterfeit marketplace, complete with direct access to add to cart with a click.  

Fast Fashion 

Fast fashion is intrinsically linked to the rise of dupe culture, as both thrive on the desire for trendy, affordable clothing. Retailers like Shein and Zara capitalize on the speed of production, churning out styles that mimic high-end designs at a fraction of the cost. 

However, the relationship is complex. While fast fashion offers instant gratification, it also raises significant ethical concerns around sustainability and labor practices. The dual appeal of fast fashion and dupes creates a complicated dynamic where consumers navigate choices based on both aesthetics and ethics.