FASHION
The "Dupe" Takeover
By: Eleanor Young
“Cartier Ring Duuuupe,” “Lululemon Dupe,” and “Gucci Duuuupe.” Voiceovers like these continue to fill the TikTok For You Page (FYP). Media producers leverage the TikTok FYP page to promote iconic fashion “dupes,” or knock-off versions, of designer items. The normalization of technology among a younger population has caused TikTok to become a platform for all ages, with users being as young as ten years old. As a result, Gen Z is surrounded by social media influencers, who they rely on to set trends. There’s no doubt that the prevalence of media in everyday life has impacted how people shop. However, there is a catch – these influencers have a net worth and sponsorships; they have the funds to keep up with a luxury lifestyle. On the other hand, the average adolescent cannot afford these luxuries. As the famous Taylor Swift once said, “this is why we can’t have nice things.”
The “dupe” takeover has enabled younger generations to save money while keeping up with the latest trends. Social media feeds are filled with numerous TikTok influencers endorsing clothing items that claim to be just as luxurious as designer items at a fraction of the price. But, at what cost? The fashion industry has always been booming, with billions of dollars spent on clothing, accessories, and footwear yearly. However, with the rise of online marketplaces and social media, “dupes” are starting to overshadow name brands. While young consumers may see dupes as a way to get high-end looks for less, the negative impact of these knock-offs on the fashion economy is significant.
The most apparent effect of dupes is the loss of sales for designers. When consumers opt for cheaper knockoff versions of designer items, they take their money away from authentic and original designers. Thus, the value of the original designer’s brand diminishes when consumers are able to buy comparable goods for significantly less money. The production and sale of dupes can contribute to a decrease in the perceived value of fashion items and an increase in the prevalence of fast fashion. For example, Shein, an international fast-fashion e-commerce platform, copied the design of a Black-owned fashion brand, Elexiay. Elexiay’s unique crochet sweater, handmade in Nigeria and priced at $330, was easily “duped” by Shein, and they mass-produced the sweater in a remarkably similar color scheme and sold it for $17. Instances like these can be especially devastating for emerging designers who rely on sales to grow their brands and expand their businesses. Because Shein merchandise offers a way to “dress for less,” customers jump on board. However, these items are of poor quality and are not sustainably made. The consumer is put in a difficult position in which they must make the ethical decision between buying more affordable items or sustainably made items.
The fashion industry is also a significant employer, providing jobs to millions worldwide. When consumers opt for dupes instead of designer items, they potentially contribute to job loss in the fashion industry. Dupes feed Amazon’s monopoly, as they give Amazon another generous point of control over the consumer market. Today, Amazon is discovering opportunities in industries that were previously considered beyond the company’s scope and capabilities – putting companies at risk of being “Amazoned.” Amazon is taking half of each sale from its two million small business merchants, which is absolutely devastating for small business growth and profitability. It is clear that Amazon has risen to be a major player in the fashion industry, with its policies and practices significantly impacting the sale of genuine products.