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NY Post
New York Post
14 Jun 2023


NextImg:Gen Z quits brands for cheaper #dupe knock-offs — from handbags to Oreos

Hey, Boomer — you’ve been duped.

Savings-hungry Gen Z shoppers are leaving brand names behind, opting instead for knockoffs and generics — making the cheaper substitute, or dupe, more desirable, in some cases.

As #dupe boasts 4.3 billion views on TikTok and rising, young users are rushing to share the great deals they’ve found, on everything from fake Balenciaga bags to off-brand Oreo cookies.

Searches for “dupe” are currently at some of the highest levels since 2004, the furthest the data can be tracked, according to Google Trends.

“This generation doesn’t really care that much about brands,” influencer Denise Duran, told The Post. The 26-year-old gained over 100,000 followers on TikTok with her unboxing and try-on haul videos, reviewing frugal facsimiles of the fashions can’t afford.

Skims Cozy Knit Top, Pants and Robe, $268 (left) vs. Shein, $26. Dupes started out with expensive and sold-out products- mainly makeup or designer labels- but have since expanded to affordable fashion and every day items.

“A lot of the younger generation just want the look. There’s no shame in the dupe or the knockoff. They wear it with pride and they don’t really care,” Duran said.

Knockoff and counterfeit items of luxury products have been around for years — NYC’s Canal Street has been flooded with fakes since the 1980s, for example. But the advent of fast fashion websites like the copycat-filled SHEIN and the rise of influencer culture, where a dollar store lipstick can sell out after one popular tutorial video, has changed the game — and the name.

With previous generations, buying knockoffs might have typically been conducted on the sly, while generic products purchased by money-conscious moms might have been the source of great embarrassment to their children.

Now, up-and-coming influencers like Duran spend their time promoting the cheaper option — often first popularized by celebrities and social media stars — to a generation that spends more on apparel than any other — an average of $104.50 every month, according to Morning Consult. They’re also stretching their fashion dollar as far as possible.

“The new part of what’s going on here is influencers and others arguing that this is socially acceptable,” Professor Susan Scafidi, Founder and Academic Director of the Fashion Law Institute at Fordham Law School, told The Post.

“It’s no longer just about buying a fake and hiding the fact to pretend it’s the real thing. It’s about bragging about having gotten a dupe, particularly a high-quality dupe.”

The most sought-after items range from the fashionable to the every day, with thousands of TikTok and Instagram videos and articles posted online promising to have found the best and most affordable similar product.

Denise Duran, 26, told The Post she'd gained a considerable social media following for her finds of affordable knock-offs of popular items.

Denise Duran, 26, told The Post she’d gained a considerable social media following for her finds of affordable knock-offs of popular items.
@deniseduran05/tiktok

For example, SHEIN has a $26 loungewear set that looks very similar to a popular $268 Skimms set, the Arizona brand sells a $20 boot that will “fool everyone” into thinking they’re the $150 Ugg Classic Mini II Boot, the $9 NYX Fat Oil is said to be “an exact dupe” for the $40 Dior Lip Oil and the $30 elecsop 5 in 1 Hair Blower being “pretty identical” to the Dyson Airwrap, which rings in at $600.

While dupes make sense for those who can’t afford $90 leggings or $100 slippers, the concept has trickled down to the rest of a typical Gen Z shopping list, as TikTokers fawn over cheaper dupes for everything from the $3 Mr. Clean Magic Eraser sponge to $5 Taco Bell Crunch Wrap Supremes, with one TikTok video posted by The Affordable Style Guide, deeming Target’s generic toilet paper product a suitable dupe for pricier Charmin, flooded with disbelieving commenters, who called the hack “insane.”

As some believe the trend has come too far, TikTokers have begun poking fun at the proliferation of dupes, with videos teasing how anything can be duped — including the shoppers.

And while corporate conglomerates can most likely handle being a little bit less loved, smaller producers, particularly fashion designers, claim that customers have lost sight of the importance of buying high-quality products and supporting a smaller brand.

Hair dryer

Social media users say the $30 elecsop 5 in 1 Hair Blower (pictured) is “pretty identical” to the Dyson Airwrap, which rings in at $600.

Young shoppers consider these $20 slippers as good as Uggs selling for hundreds.

Young shoppers consider these $20 boots as good as a model of Uggs sellign for $150.

Designer Patricia Luiza Blaj, 26, started her small fashion company in Romania in 2018 with just two other employees. Since then, the team has expanded to seven and become internationally recognized as an ethical, sustainable and inclusive brand known for romantic tops and flowy dresses.

But in the summer of 2021, SHEIN began selling a plus-sized “Flounce Sleeve Ditsy Floral & Gingham Print Dress” for $20 that easily passed as a dupe for one of Blaj’s first designs, the “Emmeline” dress, which Blaj sold for $100.

In the absence of intellectual property protection for most fashion—saving jewelry, labels, fabric prints, and logos, according to Scafidi — Blaj turned to social media to express her displeasure.

“This is not cool,” she wrote on the Loud Bodies Instagram directly calling out SHEIN’s “blatant rip-off” after several attempts to contact the company.

Loud Bodies versus SHEIN dress

Loud Bodies, a small ethical, sustainable and inclusive company, claims they were blatantly ripped off by SHEIN, a fast fashion website commonly accused of stealing smaller brands’ designs.
@loudbodies/Instagram

“I put my heart and soul into Loud Bodies,” she said noting that the incredibly low price of SHEIN’s dress wouldn’t “even cover the labor cost for our dress” pointing to the human rights and environmental issues that fast fashion raise — issues that seem to concern Gen Zers greatly, until it’s time to foot the bill.

“I wish people would be more mindful, to be willing to invest in quality rather than quantity,” Blaj told The Post.

Blaj doesn’t have the time or resources to track down dupes and fight back, but other bigger brands are trying their best to win back shoppers.

In April, Lululemon hosted a “Dupe Swap” at its store in Los Angeles’s Century City Mall, encouraging customers to exchange a pair of their knockoffs of the top-selling $90 Align leggings for the original.

“It felt like a very fun way to step into a cultural conversation and part of why we had total confidence doing that is because we really do know our products are the best; and if you try them, we felt folks would have that sensory aha moment,” Lululemon chief brand officer Nikki Neuburger told Fast Company.

Lululemon did not respond to The Post’s request to comment.