Younger shoppers have developed an affection for affordable fashion and accessories that mimic the look of premium brands. Passion for these replicas has permeated the shopping culture through social media, particularly TikTok. They even have a name — dupes — short for “duplicates.”
According to a recent report from the business intelligence firm Morning Consult, 31% of adults have intentionally purchased a dupe. The proportion of dupe buyers rises to 49% for Gen Z and 44% among....