London: The purchasing of dupes is gaining pride among consumers, notably Gen Z and millennials, who opt for affordable replicas of luxury brands. As luxury sales decline, brands like Lululemon adapt with initiatives showcasing product quality, challenging the growing allure and ethical implications of cheaper alternatives.
The phenomenon of purchasing dupes, or replica items of higher-end fashion products, is experiencing a notable shift in public perception. Once associated with negative connotations and shame, the act of buying lower-priced versions of luxury goods has become a source of pride for many consumers, especially among younger demographics. This change can largely be attributed to rising living costs, influencer trends on social media, and the increasing prices of luxury goods.
Generation Z has emerged as the most frequent purchasers of dupe-style products, with a report from Emarketer revealing that 71% of these consumers buy cheaper versions of name-brand items either occasionally or regularly. Similarly, 67% of millennials partake in this trend. Liza Amlani, Principal and Founder of the Retail Strategy Group, noted in an interview with Retail TouchPoints that “not only is dupe culture now acceptable, but we’re seeing influencers lean into it.” Many social media influencers have begun sharing content centred around shopping at stores like Costco, highlighting dupes of popular brands such as Lululemon, which adds to the normalisation of purchasing replicas.
While this growth in dupe purchasing is thriving among consumers, it presents challenges for luxury brands, notably Lululemon, which has seen its Align leggings frequently imitated. Retailing at around $98, these leggings can be found in dupe form at approximately $20. In an innovative response to this trend, Lululemon hosted a “Dupe Swap” event in May 2023 at its Century City Mall location in Los Angeles, allowing customers to trade in their dupe leggings for a genuine pair. The event attracted a significant number of new customers—half of the attendees were aged under 30. Lululemon aims to leverage such initiatives to showcase the quality of their products compared to dupes.
Despite the influx of dupes into the market, which has led to a decline in luxury brand loyalty, there is a concern that if brands fail to demonstrate why higher prices signify genuine quality, they risk being labelled as overpriced. Jennifer Hyman, Co-founder and CEO of Rent the Runway, addressed this notion, stating that luxury brands have significantly increased their prices over recent years, pushing some consumers out of the market altogether. She remarked on the shifting attitudes of affluent shoppers, saying, “The consumer is not as snobby as she was 20 or 30 years ago,” highlighting this shift in spending habits amongst wealthier individuals.
This evolution in the consumer landscape has also influenced product quality. Hyman noted, “Fifteen years ago, fast fashion dupes were crap, but today, fast fashion dupes have gone up in quality.” The quality of dupes has improved significantly over time, contrasting the perception of declining quality in luxury items, with notable examples including high-end retailers like Zara, which maintain stringent supply chain regulations while offering affordable prices.
As the luxury market itself faces challenges—having seen a decline of up to 3% year on year between 2023 and 2024 according to Bain & Company—it now competes not only with other luxury brands but also with an emerging culture of savvy bargain-hunters who prioritise value over brand allegiance. However, brands must balance this pricing and quality narrative with ethical production standards, as the origins of these products can often be obscured. Amlani highlighted that shoppers may be “buying blind,” unaware of the production practices behind cheaper alternatives.
As the discourse surrounding dupe culture evolves, brands like Lululemon are attempting to engage with consumers through educational initiatives and swaps that promote the integrity of their quality against the growing allure of dupes. The landscape of fashion consumption continues to shift as consumers navigate the complexities of affordability, quality, and ethical considerations in their purchasing decisions.
Source: Noah Wire Services
