If you're on social media, you may have heard of the term "dupe, " which is short for "duplicate" and is taking over premium and luxury products in popularity.
Becoming most popular among Gen Z and millennial shoppers, "dupes" have "flipped the script," according to brands analyst at Morning Consult Ellyn Briggs.
That hashtag #dupe currently has nearly six billion views on TikTok, where 70% of intentional dupe shoppers have accounts.
“Money was the top answer,” said Briggs when talking about the recent poll that asked shoppers why they buy dupes instead of name-brand items.
49% of the polled consumers had a household income below $50,000, and 67% said saving money was one of the biggest factors in their decision.
Dupes are not counterfeit products but instead replicate specific features of products that are more expensive.
Briggs said that finding a good dupe is now looked at as “something that’s actually a prideful thing for consumers,” instead of being "shameful."
A New York-based writer named Marisa Meltzer said, "It’s not going to be the same feeling you get with an expensive product.”