counterparts. Quince has gained traction in the apparel sector with its “same, but cheaper” approach, offering a $50 cashmere sweater that mirrors more expensive alternatives. Similarly, CRZ Yoga has built a loyal TikTok following with leggings that closely resemble Lululemon’s styles.

On the other hand, Italic connect shoppers directly with manufacturers for high-quality, understated luxury pieces. Social Media Accelerates the Trend Social media has been crucial in accelerating the “dupe” culture.

The #dupetok hashtag boasts millions of views on videos comparing luxury items with their more affordable counterparts. Influencers are showcasing these alternatives and proudly celebrating their shopping choices, shaping a new consumer culture that redefines status signaling, as noted in Istituto Marangoni’s analysis.

The Dilemma for Luxury Houses This shift in consumer mindset has created a complex dilemma for luxury brands. While they might publicly dismiss or quietly ignore these mid-market alternatives, their actions often tell a different story…