“Dupes” is shortened slang for “duplicates,” as they are duplicates of authentic branded products. Dupes are a prevalent trend on social media, with influencers posting on platforms like TikTok about how to find dupes for specific products.
While dupes used to have a negative connotation, about a third of US consumers1 have intentionally purchased dupe products—and many of these products go viral. Shoppers embracing dupe culture can create opportunities for independent retailers to increase sales. We look at what a dupe product is and how to manage dupe products if you want to lean into the trend.
Dupes vs Counterfeits: Key Differences
While dupes are welcomed and even sought out by many millennial and Gen Z consumers, counterfeits carry a more negative connotation. The main difference is that a dupe is transparent about its authenticity—it makes no attempt to pass off as the original—whereas counterfeits often involve some sort of deceit about whether it’s authentic or not.
Dupes also often involve some sort of alteration to the original product. Counterfeits, on the other hand, are direct copies of the original item. Generally speaking, dupes are legal and counterfeits are not.
For example, an influencer could post a TikTok video sharing that Milani’s Secret is a dupe for Charlotte Tilbury’s Pillowtalk. Meanwhile, a retailer carrying inauthentic Gucci items counts as counterfeit sales and could have legal consequences.
What Is Dupe Culture?
Dupe culture is a trend among consumers who knowingly use knock-off products that are duplicates of higher-end luxury or designer originals. A dupe shopper is all about embracing the imitations of the original products, not about hiding them.
In fact, many consumers proudly share their quality dupe findings on social media and with their networks. A Morning Consult study found that about half of Gen Z (46%) and millennial consumers (50%) say a product going viral is important to them when considering a purchase. Dupes feed into this buying behavior.
The Rise of Dupes in Competitive Markets
Dupes have grown increasingly popular over recent years, especially in competitive markets. Many attribute this to the rise in cost of living and inflation. According to the same study, nearly half of consumers said their household income is below $50,000—and two-thirds said saving money is a major deciding factor when making purchases.
Global events that cause economic challenges and social media have also been catalysts to the rise of dupe culture. If you want to know how to find a dupe, just head to TikTok. You’ll see tons of viral posts about duplicate products, including unboxings, reviews and testimonials, and just overall lifestyle content featuring the dupes.
@natalie_oneillll Replying to @L at your service 🤝 another budget alternative for the cerave salicylic acid cleanser, if its one of your faves. Remember that if you do use an exfoliating cleanser like this 2x a day, you’re effectively exfoliting 14x a week! Just be mindful #dupe #dupes #doop #skincaretips #skincaredupe #cerave #salicylicacid #exfoliate ♬ original sound – Natalie O’Neill
How Dupes Impact Brand Perception & Loyalty
While you may think dupes and imitations might negatively impact brand perception and loyalty, you might be surprised by reality. In fact, most adult shoppers don’t see duping as a problem for companies. They think it’s a perfectly safe topic for brands to talk about, especially on social media.
This means independent retailers can tap into dupes without worrying about alienating customers or damaging relationships with established brands. In fact, embracing dupe culture could actually drive more brand loyalty by positioning your store as a go-to spot for trendy but budget-conscious shoppers.
For example, according to my search on the keyword research tool AHREFS, the term “skims dupes” has over 3,900 Google searches monthly. In other words, shoppers are actively booking for dupes of popular yet pricey products.
Risks & Challenges
There are challenges when incorporating dupe products into your retail strategy.
Legal Considerations & Intellectual Property Concerns
One risk is navigating the fine line between offering a legal dupe and an illegal counterfeit. Ensuring your products don’t infringe on trademarks or copyrights is critical to avoid legal issues.
When offering dupe products, be mindful of intellectual property laws. While dupes are legal, counterfeits are not. It’s important to ensure your products are inspired by the originals without copying brand logos or specific, protected designs.
Avoid dupes that mimic trademarks or packaging too closely, as this can lead to legal issues. Focus instead on products with similar functionality or style but distinctive branding. When in doubt, consult legal experts to avoid potential intellectual property violations.
Cheapened Brand Image
Though most consumers don’t see a problem with dupes, if you’re the one being duped, it can have negative implications on brand image. Your original products may be viewed as too expensive.
On the other hand, while many consumers appreciate dupes, some high-end shoppers may view them negatively, so it’s essential to know your customer base well. If you cater to an affluent, status-conscious customer, dupes may not be the best route for your business.
Strategies for Managing Dupes
If you want to tap into the dupe trend, consider the following tips:
Select the Right Products
Not every product is dupe-worthy. Some are already affordably priced, some are difficult to replicate, and others are just flat-out not worth it.
When it comes to identifying dupe-able products, identify which high-end or trending products have the most demand and select dupes that meet similar quality or aesthetic standards. Remember, a dupe shouldn’t sacrifice quality or usability. Make sure it lives up to customer expectations.
If you own a retail store and sell products you’ve purchased wholesale, curate a selection of high-quality dupes alongside name-brand products. This allows customers to choose between different price points, broadening your market appeal.
Choose the Right Messaging
Be transparent and clear about what customers are getting and avoid anything misleading. Explain why the dupe is a smart buy—you might mention affordability, quality, or availability.
Use social media to join in on dupe conversations. Showcase your products on platforms like Instagram and TikTok with relevant hashtags, such as #dupe or #dupefinds, to attract digital-native consumers. Consider collaborating with influencers to create engaging content around your dupe offerings.
If the original product is well-known, consider posting side-by-side comparisons or descriptions that detail the dupe’s benefits.
Tap Into Social Proof
A large reason dupes have had such success is because of social proof via social media. To promote your dupes, partner with influencers. They can speak to the value of your product as an alternative.
Also, promote customer reviews from people who find your dupe as good as or better than the original. Display positive feedback on your website and social media, focusing on customer satisfaction with the value and quality of the dupe. This can build trust.
Price Strategically
Part of the appeal of dupes is affordability. Make sure your dupe is priced competitively. Since dupes are typically lower in price, offering discounts on multiple units can help increase sales volume.
You can also negotiate with suppliers or look for lower-cost producers to maximize profit margins without sacrificing quality.
Sample Dupes & Brands
There are tons of examples of dupe brands out in the real world. All you have to do is head to TikTok and do a search to discover all the dupes out there. Here are some of the more well-known examples:
- Skincare: Brands like CeraVe are often considered affordable dupes for more expensive skincare brands like La Mer and Drunk Elephant.
- Fashion: Fast fashion brands like Zara and H&M frequently offer dupe versions of high-end fashion pieces from luxury designers such as Balenciaga or Gucci.
- Beauty: TikTok has popularized several drugstore makeup brands as dupes for more expensive alternatives, such as e.l.f. Cosmetics duping Charlotte Tilbury’s makeup line.
@abbyasinclair Elf Halo Glow vs Charlotte Tilbury Flawless Filter #fyp #dupe #makeup #howtomakeup #beauty #elf #elfhaloglowliquidfilter #hollywoodflawlessfilter ♬ original sound – Abby
Frequently Asked Questions (FAQs)
These are some questions we see frequently asked about dupes.
A dupe product mimics the style, functionality, or look of a higher-end product but at a much lower price point. It is not a counterfeit but an affordable alternative.
A product is considered a dupe when it is inspired by a branded or designer item but clearly distinguishes itself as a lower-cost alternative without deceptive branding.
Quality varies depending on the dupe, but many offer comparable performance to that of the original product. Consumers often praise dupes for delivering similar results at a fraction of the price.
Bottom Line
Dupe culture represents a significant opportunity for independent retailers to expand their customer base and boost sales. By carefully selecting quality dupe products, leveraging social media trends, and maintaining transparency, retailers can capitalize on this trend while remaining legally compliant and appealing to today’s price-sensitive, social media-savvy consumers.
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