Luxury dupes are not losing any popularity among young consumers. As social media enhances awareness and accessibility for high-end fashion dupes, young people are increasingly looking for stylish alternatives without the high cost. According to Mintel research, 47% of all consumers are now open to purchasing luxury dupes, a significant increase from 12% in 2016. Influencers and online retailers play a major role in this trend; a quick scroll through TikTok usually results in videos promoting dupes or comparing them with the genuine luxury item. (Which often lends credit to the dupe instead of the real thing.) As the demand for dupes rises, luxury fashion brands need to rethink strategies to align with consumer preferences and values about the intersection between authenticity and affordability. (Wired)
📊 YPulse data: 59% of 13-39-year-olds agree, “The quality of dupe / fake luxury items makes me less likely to want to purchase a real luxury item”
