The Thriving Market for 'Dupes' Apparel and Perfume as Holiday Shoppers Seek Alternatives to Big Brands

With the winter holidays upon us, savvy shoppers like Lauren Maginness are turning to 'dupes', the shorthand for duplicates, to fill their wardrobes and vanity tables with look-alike products of popular brands. Maginness, spotted exercising on a bike in her New York City apartment, sports apparel resembling that of high-end brands such as Lululemon LULU.O. The growing trend of purchasing these mimicries comes amid concern from major labels about the potential impact on their sales and brand reputation.

The Rise of 'Dupes'

The term 'dupe' has gained mainstream attention as consumers look for cost-effective alternatives to their favorite products. With aesthetics nearly identical to the originals, dupes offer the allure of luxury or designer goods without the hefty price tag. This trend is not only limited to clothing but extends to fragrances, accessories, and more, pushing well-known brands to strategize on how to counter the rising competition.

Market Impact and Brand Response

While some shoppers express loyalty to the brand originals, many are swayed by the significant savings offered by dupes. This shift in consumer behavior raises questions about market dynamics and how brands can protect their market share. Companies are exploring various tactics, including legal action, enhanced marketing campaigns, and customer outreach programs to differentiate genuine products from their knockoff counterparts. Amidst this backdrop, footwear giant Birkenstock Holding plc BIRK, headquartered in London, is amongst those keeping a close watch on the growing 'dupe' trend's influence on the market.

dupes, shopping, brands