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Gen Z is happy to buy dupes and fakes.

Mar 15 2023

Gen Z is happy to buy dupes and fakes. A study from Juv Consulting found that the majority of 13-25-year-olds have no problem buying counterfeits of luxury goods while a third say they’re willing to wear dupes themselves. Already, the dupe market is estimated to be worth between $1.7 and $4.5 trillion a year, and it’s no surprise—YPulse has been tracking the rise of dupes among young consumers for a while and found that nearly half have already purchased a luxury knock-off. Dupes have also already been named this year’s biggest shopping trend so far, thanks in part to TikTok—Gen Z have made a viral trend out of finding dupes, and the hashtag #Dupe has been viewed more than 3.2B times on the platform. For this generation, the high quality paired with low price make fakes acceptable—as does their treasure hunt mentality. (Business of Fashion)