HAS fashion become a game of dupes? You might think so, considering that younger shoppers are no longer ashamed to wear low-cost imitations of luxury clothes and accessories -- on the contrary, they're proud of it! A new study reports that Gen Zs and Millennials now prefer to buy these copies than high-end luxury items, and that price is not the only reason.
Dupes are having a major moment right now. These low-cost imitations of luxury or high-end products are all the rage among young consumers, in the fashion, beauty, food, leisure and now even travel worlds. On social networks -- and on TikTok in particular -- the hashtags #dupe and #dupes count 6 billion and 3.5 billion views respectively, and that's without counting their many variants such as #dupemakeup (85 million views), #dupeperfume (61 million views), or #fashiondupes (28 million views).
Preferring dupes to luxury
A new report from YPulse, which specialises in analysing the behaviour of younger generations, reveals that Gen Y and Z consumers now prefer to buy dupes than luxury products - in other words, the original, high-end versions of these copies. The figures are indisputable, with more American and Canadian consumers aged 13 to 39 reporting that they have bought a dupe than those who have invested in a luxury product. In detail, 60 per cent of teenagers aged 13 to 17 have turned to these imitations, compared with 41 per cent who have spent money on a luxury item.
But even older respondents, who generally benefit from greater purchasing power, are not to be outdone. More than two-thirds of 18-24 and 25-39 year-olds (67 per cent for both age groups) claim to have already bought a dupe, compared with 54 per cent and 61 per cent respectively, who have invested in a luxury product.
Not just a question of cost
Younger generations are turning to dupes because of their lower cost, but that's not the only driving force. Nearly seven in ten Gen Z and Millennials consider that dupes give them the "luxury" feeling without spending a lot of money, but 60 per cent say they would still turn to dupes even if they could afford the original luxury items. And the experience -- the thrill of unearthing cheaper alternatives -- is also part of the game for more than half of those surveyed.
Whereas consumers used to be ashamed of buying imitations, as they suggested lower purchasing power, they're now proud to share their finds, which are ultimately synonymous with savvy shopping.
