This report analyzes the “dupe” phenomenon in the fashion industry, specifically identifying the top 10 brands that U.S. consumers most frequently search for affordable alternatives. Unlike the perfume market, where “clones” are often sold by dedicated dupe brands, the fashion dupe market is driven by high volume searches for specific viral items from luxury houses and premium athleisure brands.
Our Ranking Criteria
The ranking is based on a synthesis of search data from late 2024 through early 2026, utilizing the following metrics:
1. Google Search Volume (50%): Monthly search data for terms combining [Brand Name] + “dupe” or “alternative.”
2. Social Media Discovery (30%): TikTok and Instagram hashtag growth (e.g., #LululemonDupe) and viral mention frequency.
3. Market Sentiment (20%): Consumer interest determined based on Google’s Year in Search.
| Metric | Source |
| Search Volume | Google Trends |
| Social Trends | TikTok Creative Center, Instagram Reels Trends |
| Brand Protection | Trademark filings for “Dupe” terms (Lululemon, Aritzia) |
Comparison Table: Dupe Search Drivers
| Rank | Brand | Category | Primary Driver | Search Vibe |
| 1 | Lululemon | Activewear | Align Leggings | “High-quality affordable active” |
| 2 | Skims | Shapewear | Bodysuits | “The viral TikTok snatched look” |
| 3 | Aritzia | Basics/Work | Effortless Pant | “Quiet luxury on a budget” |
| 4 | Chanel | Luxury | Handbags | “The classic wealthy aesthetic” |
| 5 | Dior | Luxury | Accessories | “Logo-heavy vacation style” |
| 6 | Alo Yoga | Activewear | Street-to-Gym | “Cool-girl yoga aesthetic” |
| 7 | Hermès | Luxury | Footwear | “The status summer sandal” |
| 8 | Free People | Boho/Active | Onesies | “Comfy viral lounge pieces” |
| 9 | Bottega Veneta | Luxury | Jewelry/Bags | “Modern architectural design” |
| 10 | UGG | Footwear | Slippers | “The winter cozy essential” |
Top 10 Fashion Brands by Dupe Demand
1. Lululemon
Lululemon continues to dominate the dupe economy, with its Align Leggings, Scuba Hoodie, and Everywhere Belt Bag among the most searched pieces online. Shoppers most often turn to Amazon brands like CRZ Yoga and Target’s All in Motion for lookalikes, making the brand the number one most searched label for dupes. In late 2025, Lululemon even tried to reclaim the narrative with “Dupe Swap” events and by trademarking the term “Lululemon Dupe” to steer search traffic back to its own site.
2. Skims
Skims has become a search powerhouse in its own right, with the Fits Everybody Bodysuit and Lounge Slip Dress topping dupe wishlists. Most shoppers hunt alternatives on Amazon via brands like Pumiey or at Target through Auden, chasing the signature “second skin” feel at a lower price point. As a result, “Skims dupe” search volume surged through 2025, reflecting how central the brand has become to the shapewear and lounge category.
3. Aritzia
Aritzia’s pieces, such as the Melina Pants, Super Puff, and Effortless Pant, have turned the Canadian retailer into a quiet luxury obsession. Consumers increasingly look to Abercrombie & Fitch, Zara and Amazon for more affordable takes, with searches for “Aritzia Effortless Pant dupe” peaking in 2025. Following Lululemon’s lead, Aritzia has begun filing trademarks for terms like “Aritzia Dupe” in an effort to capture and control that demand.
4. Chanel
Chanel remains one of the most coveted luxury reference points for dupes, particularly for the Classic Flap Bag, slingback heels and tweed jackets. Shoppers frequently look to Steve Madden, DHGate and Amazon to replicate the “Chanel look” tweed, quilting and chain straps without paying a price that can easily exceed $10,000. As a result, Chanel inspired dupes continue to sit at the top of luxury adjacent search trends.
5. Dior
Dior also drives massive dupe-related traffic, especially around the Book Tote, Saddle Bag, and B23 sneakers. Consumers often turn to DHGate and high street retailers like Zara and Mango for similarly structured totes and logo style patterns. The phrase “Dior Book Tote dupe” has become a perennial search favorite, particularly among vacation bound shoppers seeking a statement carryall at a fraction of the cost.
6. Alo Yoga
Alo Yoga, positioned as a premium competitor to Lululemon, has seen growing attention on its Airlift Leggings and Accolade Hoodie. Dupe hunters typically gravitate toward Amazon labels like HeyNuts and options at Old Navy for similar silhouettes and fabrics. As Alo’s profile has risen in the U.S. market, “Alo dupe” searches climbed by an estimated 40% in 2025, underscoring its mainstream moment.
7. Hermes
Hermès inspires some of the most persistent summer dupe searches, led by the iconic Oran sandals and the Birkin and Kelly bags. Shoppers often seek alternatives via Steve Madden styles like the Chyp sandals or on Amazon to get the signature H‑cut leather slide for under $100. Year after year, queries for “Hermès Oran dupe” remain one of the most consistent warm weather trends in U.S. fashion search data.
8. Free People
Free People’s boho meets athleisure staples, particularly the Hot Shot Onesie and Way Home Shorts, have also become dupe magnets. Consumers turn to Amazon brands such as Automet and Target’s Wild Fable line for similar oversized, playful silhouettes. After the Hot Shot Onesie went viral in 2025, “Free People dupe” searches spiked, fueling an entire micro category of copycat styles.
9. Bottega Veneta
Bottega Veneta’s accessories, including the Jodie bag, Cassette bag, and sculptural drop earrings, are among the most replicated luxury items on social media. Retailers like Anthropologie, Amazon, and Steve Madden frequently offer pieces channeling Bottega’s signature intrecciato woven leather and teardrop jewelry forms. Online, this aesthetic is often simply labeled “the Bottega look,” shorthand for an entire wave of dupes inspired by the brand’s minimalist yet bold designs.
10. UGG
UGG reliably dominates winter dupe searches, driven by the popularity of its Tasman slippers and Ultra Mini boots. Shoppers commonly look for cheaper alternatives from Amazon brands like Cushionaire or at Target, especially when the originals sell out. In late 2025, queries for “UGG Tasman dupe” became a top trending term as the genuine styles remained in short supply during the peak cold weather season.
Future Outlook
The fashion dupe market in the U.S. is split between athleisure/basics (Lululemon, Skims, Aritzia), where consumers seek performance and fit, and ultra luxury (Chanel, Hermes, Bottega), where consumers seek the status symbol aesthetic. The trend of brands like Lululemon and Aritzia trademarking “dupe” terms suggests a shift toward brands attempting to control and monetize the very search traffic that once bypassed them.
