It all started with a hashtag: #dupe. Now, the era of dupe culture is here.
Online platforms – especially TikTok – are now flooded with videos showcasing affordable alternatives to a wide range of high-end products: from designer handbags to beauty products, tech gadgets, and even supplements.
What began as just another internet trend has grown into a cultural movement. It’s changing how younger generations view replicas – and challenging traditional notions of authenticity, value, and brand identity.
But what does the rise of dupe culture mean for businesses of all sizes – particularly in fashion? And how can brands protect their intellectual property and original designs in this ever-shifting digital world?
Redefinition of Luxury
In the past, owning knockoff versions of luxury items might have been a source of embarrassment. Luxury was synonymous with exclusivity, and replicas of designer brands were viewed as a cheap attempt to mimic the unattainable.
I know this feeling all too well. Growing up, replicas were everywhere (not online—but offline). My mom was obsessed with the Sunday market in Lisbon, where she unknowingly bought knock-off brands like Adidox instead of Adidas, thinking she was just getting a great deal.
Now, I laugh about it, standing firmly on the side of brand protection. As a kid – especially as a teenager – it was a different story. I wasn’t someone obsessed with brands, but I definitely didn’t want others to know I was wearing a poor-quality fake. It was painfully obvious, and I was uncomfortable when wearing it.
Fast forward to today, and my younger sister sees things completely differently. I was stunned when I saw her confidently walking around with a fake Prada bag. I told her, “That is clearly fake.”
She just smiled and said, “I know. Everyone knows. Do you think my friends’ bags are genuine?”
And that’s when it hit me—this is a whole new challenge for brands.
The context of dupe culture
For Gen Z and Millennials, owning a “dupe” is not only acceptable but often celebrated.
Yep, you read that right, celebrated!
It’s no longer about the prestige of owning a designer handbag but rather the savvy discovery of a near-identical version at a fraction of the price.
The affordable price and wide availability of these alternatives align with broader cultural shifts, where luxury is less about class distinction and more about individual expression.
A 2023 survey found that 67% of Gen Z shoppers don’t see a stigma in buying item dupes, compared to just 40% of Millennials a decade ago.
This democratisation of branding, and the demand for dupes, has significant implications for companies: both established and emerging.
High-profile fashion houses that rely on their aura of exclusivity are facing new challenges as their designs become widely replicated. Similarly start-ups and smaller businesses—often lauded for their originality—risk losing their unique selling points when their products are mimicked at scale.
Take Olivia von Halle, a small British fashion label known for silk pajama sets in distinctive self-designed prints. In this era of dupe culture, counterfeiters have been boldly copying her pieces and selling cheaper alternatives on online marketplaces. This case study shows how SnapDragon’s advanced brand protection tools have managed to nip this in the bud, but not everyone in the fashion industry is so lucky.
For brands big and small, this growing trend is eroding the perceived value of their offerings. When cheap dupes become widely available, it undermines the appeal of owning genuine products—impacting sales, customer loyalty, and brand reputation.
And this isn’t a niche problem. The luxury goods industry loses an estimated $98 billion each year due to counterfeit and replica sales, according to a 2022 OECD report.
TikTok: The Viral Trend Machine
The go-to platform for social media influencers, TikTok has become a powerhouse for shaping consumer trends. Its algorithm ensures that relatable, entertaining, or aesthetically pleasing content spreads like wildfire. The #dupe trend’s success lies in its universal appeal—who wouldn’t want a trendy look without the price tag?
Creators on the platform have turned into unofficial marketers for replicas, often showcasing their finds with enthusiasm and transparency. Some are even known as ‘dupe influencers’.
The viral nature of these videos supercharges their reach, turning niche discoveries into global phenomena overnight. As a result, the platform’s influence on consumer behavior cannot be overstated.
#dupe videos on TikTok have racked up over three billion views, underscoring the massive impact of the trend on how people shop.
The Legal Debate: Is Duping Illegal?
The rise of the #dupe trend has sparked intense discussions around intellectual property rights. Are these dupes merely “inspired by” well-known designs, and a form of flattery, or do they cross the line into outright infringement?
Many well-known magazines now regularly publish articles listing the best “Brand X dupes,” normalising the idea that finding a near-identical alternative is not just acceptable but desirable.
But where do we draw the line?
As someone working in intellectual property protection, researching hundreds of brands every month, I can tell you that the #dupe hashtag on TikTok doesn’t just lead you to cheaper, non-infringing alternatives. It also leads you straight to pure counterfeit products.
Video descriptions from dupe influencers and dubious accounts alike often redirect viewers to “links in bio,” which take them to hidden marketplaces selling replicas that blatantly violate IP laws.
So, is a “dupe” really just a term for a cheap-but-legal alternative, or has it become a convenient umbrella for counterfeits as well?
And if mainstream media is actively promoting the idea of finding the “best dupes,” how do we ensure consumers can distinguish between what’s legal and what’s infringing?
While some argue that dupes are harmless, budget-friendly alternatives that promote accessibility, others see them as direct threats to creativity, innovation, and fair competition.
The challenge for brands lies in navigating this grey area—balancing the complexities of dupe culture while safeguarding their assets in an online world that is changing consumer attitudes faster than ever.
Health Dupes: A Growing Concern
The #dupe trend isn’t limited to the fashion industry and luxury goods. It has also permeated the health and wellness industry, where skincare, supplements, and vitamins are frequently highlighted as affordable alternatives to popular branded products.
While these dupes often promise similar results, they can raise significant concerns regarding safety and effectiveness.
For example, skincare dupes may lack the rigorous testing or high-quality ingredients found in the originals – potentially leading to adverse reactions or long-term harm. Similarly, vitamin and supplement dupes might not meet industry standards, putting consumers at risk of consuming ineffective or even dangerous substances.
A worrying 2023 FDA study found that 60% of tested counterfeit skincare products contained harmful contaminants like mercury and lead.
Brands in the health sector face a unique set of challenges, as these products directly impact consumer well-being. It becomes imperative for companies to not only protect their IP but also raise consumer awareness about the risks of choosing unverified alternatives.
Our deep-dive into counterfeiting and copycats in the beauty industry provides more context about the risks for consumer safety and brand bottom lines.
Opportunities for Brands: and How SnapDragon Monitoring Can Help
At SnapDragon Monitoring, we understand the complexities of brand protection in the digital age. Our expertise lies in helping businesses – from luxury fashion industry powerhouses to innovative startups – safeguard their intellectual property against counterfeiters and unauthorized replicas.
Our proactive approach involves:
- Online Marketplace Monitoring: Identifying and removing listings of counterfeit and infringing products across platforms.
- Social Media Surveillance: Tracking trends such as #dupe to pinpoint where and how replicas of your products are being promoted.
- IP Enforcement: Working directly with platforms to uphold your intellectual property rights and take fast action.
Learn more about our brand protection software and get in touch to schedule a demo.
The Future of Dupes and Brand Protection
As the #dupe trend continues to evolve, brands need to stay alert. TikTok’s influence is undeniable, and its ability to shape consumer preferences and behavior presents both opportunities and challenges.
For businesses, the key lies in balancing accessibility with exclusivity while leveraging brand protection tools and services.
Experts predict the counterfeit and dupe market will grow by 20% each year, making brand protection more critical than ever.
The question remains: in a world where replicas are celebrated, how will brands redefine authenticity and value? One thing’s clear – adaptability and vigilance will be essential in this new era of consumerism.
Marta Guerreiro
Sales Executive
