In the old days, luxury used to be about exclusivity– a carefully gatekept world of status symbols accessible only to those with deep pockets. But in the age of social media, shifting (and increasingly frightening) economic realities, and changing cultural attitudes, the idea of luxury has evolved. Consumers today are just as likely to flaunt a well-constructed dupe as they are the real thing, not because they can’t afford it, but because they see value beyond the price tag. The rise of “dupe culture” isn’t just the latest social media trend of the week– it’s a fundamental shift in how consumers perceive brands, quality, and authenticity.
The recent viral explosion over the so-called “Walmart Birkin” is just one example of how knockoffs have taken on a parallel life of their own, alongside pieces from the world’s most storied legacy brands. The less than $80 handbag from Walmart, which bears a striking resemblance to French brand Hermès’ iconic Birkin, became a social sensation, sparking debates about status– is it about something you own, or how you wear it? The Walmart Birkin sold out almost instantly, proving that even those who can afford luxury pieces are willing to embrace well-executed alternatives if it means they can be on trend.
The obvious question is: why are dupes so appealing? The answer lies at the intersection between affordability, accessibility, and evolving consumer values. In the not-so-recent past, knockoffs were associated with counterfeits– cheap, hilariously bad imitations sold on the street, trying to pass as the real thing. But today, brands themselves are leaning into the dupe economy, offering affordable versions of high-end styles with a knowing wink and a nod. Retailers like Zara, H&M, and even beauty brands like e.l.f. have built entire business models around providing lower-cost alternatives to coveted luxury products, sometimes with impressive quality and innovation, especially in the beauty space. e.l.f., in particular, has built an organic, near-cult following because of the unexpected quality of their products.
As with almost everything else, social media has played a massive role in this cultural shift. TikTok and Instagram are flooded with influencers showcasing their best dupe finds, often positioning them as “smart shopping’ rather than a compromise on quality and status. The hashtag #dupe has racked up billions of views, signaling a clear consumer demand for lookalike products that deliver style without the luxury price markup. Consumers today aren’t necessarily buying dupes because they can’t afford the original– they’re doing it because they see it as a smarter choice.
It’s a marked shift in mindset that raises an important question: is brand loyalty eroding, or is it simply evolving? Traditionally, the luxury brands that consumers know and have coveted for decades have relied heavily on heritage, craftsmanship, and exclusivity to build long-term consumer relationships. Hermès famously tests clients’ loyalty by not even offering them certain items to buy until they have built a purchase history with the brand worthy of the most exclusive pieces. Eager customers who showed up at the brand’s boutiques ready to get their hands on Birkins and Kelly bags just to be turned away were not happy, and let their lawyers know about it.
However, younger generations, particularly Gen Z, don’t have the same attachment to legacy brands, nor would they likely stand for being told that they “aren’t worthy” of buying something they want to buy. A recent study found that 69% of Gen Z consumers prefer to buy from brands that align with their values rather than those with historical prestige. In other words, values-based business practices are the new black. If a dupe offers the same aesthetic and functionality at a fraction of the price, why should they pay more, or get treated coldly by a snooty sales associate in the process?
This is especially evident in the saturated beauty market, where dupes have become a badge of honor rather than a last resort. Brands like e.l.f. have mastered the art of recreating high-end formulations at drugstore prices, leading to sellout products and massive brand loyalty. When e.l.f.’s Halo Glow Liquid Filter– a near-identical dupe for Charlotte Tilbury’s Hollywood Flawless Filter– became a TikTok sensation, it reinforced the idea that quality isn’t exclusive to luxury price points. The brand smartly leaned into the moment, proudly marketing its product as an affordable alternative rather than shying away from the comparison.
Dupe culture isn’t just about saving money– it’s about access. Historically, luxury fashion and beauty products have been reserved for a privileged few, but today’s consumers demand inclusivity. This is particularly relevant for multicultural consumers, who often feel overlooked by traditional luxury branding. According to a Nielsen report, multicultural consumers in the U.S. wield over $4 trillion in spending power, and they are more likely to support brands that reflect their values and lifestyles. If luxury brands fail to acknowledge and engage these consumers authentically, they risk losing them to more affordable brands that cater to their needs.
The psychology behind dupe culture also reveals a paradox that has been interesting to watch: sometimes, the dupe itself becomes a status symbol. Owning a well-known knockoff, particularly one with a social media following, signals an awareness of trends and a savvy approach to consumption. A shopper carrying the Walmart Birkin isn’t necessarily trying to fool anyone into thinking it’s Hermès– they’re making a statement about rejecting excessive spending in favor of smart style. It’s a phenomenon especially prevalent in younger consumers who embrace thrift culture, resale platforms, and sustainable fashion.
This presents major challenges for heritage luxury brands. If a $100 bag can generate as much buzz as a $10,000 one, what does that mean for the future of exclusivity? Is fashion still fashion when there’s no gate to keep? Some brands are choosing to ignore the dupe movement entirely, relying on their traditional prestige to maintain desirability. Others are subtly adapting by offering entry-level products or expanding their resale and rental options to maintain accessibility without diluting their image.
Ultimately, dupe culture is forcing brands to rethink their approach to consumer engagement, even if they are standing firm on keeping someone at the gate. The days of assuming that prestige alone drives loyalty are fading fast. Today’s consumers want brands that offer more than just a name– they want inclusivity, value, and a sense of participation in the fashion and beauty conversation. While dupes may never replace the undeniable allure of true luxury, they have undoubtedly reshaped the way consumers interact with brands, proving that status isn’t just about what you wear, but how you define it, for yourself.
