Luxury Brands Wrestle With Gen Z’s Embrace of Affordable Dupes, Report

The luxury retail landscape is being reshaped by the rise of "dupes"—affordable alternatives to high-end goods—as many consumers, particularly Gen Z, seek aspirational style without prohibitive price tags. According to a recent Colliers report, this trend presents both a challenge and an opportunity for established luxury brands, forcing them to reevaluate how they connect with a new generation of value-conscious shoppers.

The Rise of "Accessible Luxury"

The report highlights the emergence of mid-level fashion brands that are essentially "upscaling the counterfeit concept." These brands leverage similar manufacturing facilities and comparable materials to offer more affordable products. This trend extends beyond handbags and scarves to encompass jewelry, home goods, and even furniture, as demonstrated by the popularity of "inspired by" luxury furniture dupes on TikTok.

Brands like Mejuri and Aurate are disrupting the fine jewelry market with "everyday luxury" pieces, while e.l.f. Cosmetics offers budget-friendly beauty products that rival their high-end 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. Hermès, for example, aggressively pursued legal action against MetaBirkins NFTs but seems less concerned about physical bag dupes, with Walmart's Wirkin bag appearing to fly under their radar.

Gen Z Embraces Dupes

Gen Z has fully embraced dupes, with about half intentionally purchasing these products. Beauty, fragrance, and high-priced fashion staples top their must-have list. These young shoppers actively seek affordability while maintaining selective brand loyalty.

A Gateway to Luxury?

The relationship between "dupe" culture and luxury retail is complex and evolving. While some view dupes as a threat, they may serve as a gateway to luxury purchases. As consumers mature in their shopping journey, many who start with dupes develop a deeper appreciation for craftsmanship, heritage, and authentic luxury experiences.

The Path Forward

Luxury brands face a delicate balance: they must protect their exclusivity while finding innovative ways to connect with younger, more value-conscious consumers. Strategies may include offering more accessible entry-level products, collaborating with influencers popular among Gen Z, and emphasizing unique heritage and craftsmanship that sets luxury brands apart, as Colliers suggests.