The Rise of Dupe Culture: How It’s Shaping Consumer Behavior in India
Nov 15, 2024
The rapid emergence of "dupe culture" has transformed consumer habits and redefined the perception of fashion value, especially in India's tier-2 cities. In an era where Instagram Reels and TikTok trends accelerate fashion cycles, consumers are turning to budget-friendly versions of high-end products, making "dupes" a dominant force in the fashion industry.
The Shift in Consumer Behavior
The appeal of dupes is undeniable. What was once considered taboo — buying a copy of a luxury item — has now become a normalized and even celebrated trend. Fast fashion brands now prepare to replicate runway looks before the shows have even ended, allowing consumers to get their hands on trendy items faster and cheaper than ever before.
The rise of the dupe culture has brought out a massive shift in consumer behaviour. The widespread acceptance of dupes has shifted how value is perceived in the fashion industry. No longer is value solely tied to the craftsmanship or creative process behind a garment; its affordability and appearance increasingly judge it. This has compelled brands to re-strategise their approach with regard to both design and pricing. They are now scouting innovative ways to blend quality with accessibility, redefining the value of clothing in today’s market.
This shift has sparked bigger conversations about the role of design in democratising fashion. This change in consumer mindset raises questions about the sustainability and ethics of fashion. While many argue that dupe culture undermines original designs and craftsmanship, others see it as a way to democratize fashion. In embracing dupes, consumers reject the notion that style should be limited to those with deep pockets, and they assert their right to participate in fashion on their own terms.
Is the normalisation of dupe culture a growing concern?
At the heart of dupe culture is a growing appetite for affordable alternatives to luxury fashion. Social media platforms like Instagram and YouTube have made designer fashion accessible through influencers and content creators who showcase affordable "dupes" — budget-friendly imitations of high-end items. Popular hashtags such as #Dupe and #DesignerDupe are amassing billions of views, with influencers curating lists of lookalike products that mimic the style of high-end goods at a fraction of the cost. The hashtag #dupe garnered 3.5 billion views on TikTok in 2023 (Source: Morning Consult, CNN Business)
While dupes are not exact replicas and do not legally qualify as counterfeit products, they often come uncomfortably close. This raises ethical questions about intellectual property, creativity, and fair competition. Designers and original creators often feel that their hard work and innovation are being bypassed by companies mass-producing similar products without any of the associated creative investment.
On the other hand, many consumers see dupe culture as a challenge to traditional power dynamics in fashion. For them, dupes represent a way to access stylish, trendy items without paying exorbitant prices. It’s a shift that speaks to a broader cultural movement: fashion is no longer dictated by luxury brands but by the consumers themselves, who now have the power to decide what’s "in" through their purchasing decisions and social media engagement.
Many designers believe that the rise of high-quality dupes has shifted how people assess the value of clothing, focusing more on appearance and affordability rather than the craftsmanship and effort behind its creation. As a result, slow fashion labels are often unfairly compared to fast fashion brands, which has impacted their sales. However, this shift has also encouraged more discerning consumers to become mindful of their shopping habits, appreciating the value of artisanal, thoughtfully-made products over mass-produced, trendy items.
Critics contend that dupe culture undermines original designs and craftsmanship, but many consumers view it as a way to disrupt traditional power structures in the fashion industry. As dupe culture continues to grow, it prompts important questions about the definition of value in fashion. Is value determined by the price tag or by the confidence it gives the wearer? As fashion continues to evolve, one thing is certain—the unconventional is here to stay.
To imitate and emulate are part of human nature, it’s how we have evolved as a species. We copy, we improve, we innovate. What’s important is how brands respond to dupes. The classic inspiring example is Olaplex who is not fighting dupe culture, but simply playing along. Even better, profiting from it.
The hashtag #OlaDupe initially seemed concerning, with nearly 4.7 million views on TikTok alone. However, instead of viewing it as a threat, the brand saw an opportunity and launched a campaign called ‘OlaDupe’ with the tagline, ‘The only genuine Olaplex dupe.’ This was a clever nod to their patented technology and a playful response to cheaper alternatives. If you don’t want to play in dupe culture, the incentive should be to innovate. Dupes could spur you on to make an even better product
For brands aiming to capitalize on "viral" moments, this serves as a prime example of the importance of having social-savvy team members who can stay attuned to the digital landscape, identify real-time trends, and create reactive content that aligns with the culture’s fast pace. A great instance of this was the "dupe" audio trend in January, where creators showcased product dupes in stores while shouting "dupe" for each one—a simple yet effective way for brands to ride a trending moment.
Even Lululemon’s recent campaigns have demonstrated the power of social listening over merely hopping on trends. Organic conversations about dupes for their products were already circulating online, and by recognizing this, the brands crafted smart strategies to tap into this demand, partnering with influencers who were already discussing dupe products. However, not all brands can follow this approach, and understanding which trends are genuinely relevant to your brand is as critical as identifying the trends themselves.
The downside? Olaplex’s "Oladupé" campaign sparked comments from viewers sharing real product dupes, undermining the campaign’s message that Olaplex couldn’t be "duped."
If your brand is being duped online, it may be worthwhile to join the conversation and create content around a consistently trending phenomenon. But here’s a word of caution—act quickly before the trend becomes oversaturated and social media users lose interest.
There is no such thing as cheap. Somebody, or something, always pays. The farmer or the animal pays when supermarkets sell at a discount. Some poor person toiling away in a sweatshop making ‘dupes’ pay just because we won’t or can’t pay the price for the real designer bag.
The Future of Fashion: Dupes and Beyond
Dupes are not a new concept in fashion, but what's different now is the enthusiastic embrace by the digitally savvy and environmentally conscious Gen Z.
What older generations like Boomers or older Millennials may have avoided, Gen Z proudly discusses and fully owns. But why are dupes so popular among this generation, and is it a trend that will fade as they get older?
Gen Z is all about experiences and experimentation. They love trying new things and standing out, which fuels their need for multiple outfits, accessories, and new experiences. Brands quickly caught on to this behavior and began offering cheaper, more disposable alternatives. While 49% of Gen Z in the U.S. purchased dupes in 2023, brands are tapping into the patterns and using clever strategies to target Gen Z.
What started as a hashtag has grown into a major trend among Gen Z, fueled by social media creators. This shift in consumer behavior has led global brands to either create dupes of luxury items or introduce their versions. Interestingly, this situation has been a win-win, as neither the luxury brands being copied nor the brands creating dupes have suffered. Instead, this has created a mainstream space for dupes, making them a go-to choice for Gen Z.
As skincare and makeup became more popular in recent years, the demand for dupes has surged. In many cases, dupes even outperform the originals in terms of formula and pigmentation. A lot of people buy dupes to compare and share with my followers, and most of my requests come from Gen Z. The most frequently duped items are lipsticks and blushes.
As dupe culture continues to grow, particularly among Gen Z consumers, it’s clear that the trend is not just a fad. Gen Z, with their focus on environmental consciousness and cost-effectiveness, are reshaping the fashion landscape. They value experiences and individuality, which has driven the need for more outfits, accessories, and affordable alternatives that allow them to experiment with their style.
The question remains: Will dupe culture erode the value of original craftsmanship, or will it push the industry towards a new era of inclusivity and creativity? One thing is for certain — in this new fashion frontier, the unconventional is here to stay.