Dupes – affordable alternatives that mimic high-end products – are trending among consumers today due to their stylish and cost-effective nature. Consumers can purchase a range of dupes, from clothing to beauty products, to follow today’s trends without compromising financial well-being.
In addition to financial benefits, its popularity is largely attributed to social media. The hashtag “#dupe” has over 3.5 billion views on TikTok, and many influencers share cheaper alternatives for expensive trending products.
As dupe culture grows more prominent, many retailers are having to adapt their marketing strategies. For instance, athleisure company Lululemon hosted a “dupe swap,” where consumers traded in a pair of their dupe leggings for a free pair of Lululemon leggings with the goal of creating new customers.
CivicScience data also proves that dupe culture is prominent. Seven percent of U.S. adults report they buy dupes ‘often,’ and another 22% say they buy them ‘sometimes’ (n= 4,157). This is still a significant share of consumers, despite the majority that has never purchased a dupe before (71%).
So, how can brands spot dupe buyers? Here are five key insights generated by the CivicScience InsightStore: