Generation Dupes: How Gen Z is Embracing Knockoff Goods
Knockoff goods, affectionately called “dupes,” have gained popularity among Gen Z and younger millennials. Contrary to expectations, this generation openly embraces their purchases of cheap imitations instead of hiding them. This trend offers insights into the mindset of Gen Z, known for their conscious consumption and willingness to boycott companies for any wrongdoing. Moreover, owning and wearing dupes can be seen as a subversive act that challenges expensive brands and even capitalism itself. The act of openly acknowledging the acquisition of a dupe aligns with Gen Z’s value of sharing information.
A few years ago, the term “dupe” caught my attention when a friend recommended it to me. Instead of guessing what she might want as a thank you gift, I asked her directly. “I love Diptyque’s Feu de Bois candles, but you can easily find a dupe,” she told me. This advice was helpful considering Diptyque’s smallest candle sells for a staggering $42. A quick search for “Diptyque dupes” led me to various posts about legitimate products that offer a similar fragrance to the original.
It’s worth noting that vendors selling dupes do not try to pass them off as genuine products. Unlike replicas, which aim to be indistinguishable from well-known brands, dupes are close imitations that fall short of counterfeiting. They intentionally avoid copying trademarked logos or other distinctive brand details found in the original items.
The proliferation of dupes has been greatly influenced by social media platforms like TikTok and Instagram. Creators on these platforms use them to share reviews, tips, and links to where followers can purchase dupe products. Some creators even earn a small commission each time a shopper clicks on their link to make a purchase. TikTok’s recent launch of TikTok Shop has made it even more convenient for creators and small businesses to sell directly through the app. Both TikTok and Instagram have implemented policies that prohibit the sale of counterfeit goods.
The rise of dupes presents a challenge for luxury brands that rely on exclusivity as part of their business model. Brands like Hermès, known for their coveted Birkin and Kelly bags, often have extensive waiting lists. However, the increasing presence of social media influencers carrying bags that resemble the originals could potentially harm the brand’s perception of scarcity.
It’s not uncommon for younger generations to have a rebellious streak during their teenage and early adult years, and Gen Z is no exception. Embracing dupes allows them to challenge established institutions and reject the norms of their predecessors. Unlike in the past, when people would pass off dupes as the real thing, today’s behavior is seen as a form of “gatekeeping.” Sharing information about dupes publicly grants access to others, and TikTok has become the ideal platform for Gen Z to do just that.
Beauty YouTubers are often credited with popularizing the term “dupe.” This makes sense, as finding a cheaper but equally effective version of a high-end lotion, lipstick, or eyeshadow is a common goal. The focus is on effectiveness rather than brand logos.
The popularity of dupes may initially seem contradictory to the desire among many young consumers to prioritize environmental and social responsibility. However, it’s essential to remember that Gen Z is not a homogeneous group. Even socially conscious consumers may see value in the ability of dupes to democratize luxury goods for the masses. The real question is whether Gen Z will follow the patterns of previous generations and eventually opt for genuine designer goods once their financial status aligns with their tastes.
Useful links:
1. The Rise of the Fashion Dupe
2. Virgil Abloh Calls for an End to the Bootlegging and Knockoff Subculture
