Gen Z loves dupes. Is this bad news for luxury fashion brands?

Dupes are cheaper items that look like high‑end fashion pieces. On TikTok, Gen Z shows them off like trophies. These aren’t always illegal counterfeits. They’re often just cheaper copies or look‑alikes. Still, the craze raises big questions for luxury brands: should they worry, or is this just a passing trend?

What’s going on?

• Huge online buzz. A 2025 analysis by fashion news site Jing Daily called dupes a huge phenomenon and even linked it to a crisis of trust for luxury brands. The headline noted the scale of views around dupe content on social platforms. (Jing Daily)
• Gen Z is driving resale and value shopping. A Boston Consulting Group study found that resale is growing fast, and Gen Z is a major reason why. They reported secondhand could reach up to $360 billion by 2030, growing much faster than new goods. (BCG Global)
• Secondhand is already big in the U.S. In the same study, for the U.S. market, resale habits were strong: resale items account for a large share of wardrobes, and Gen Z is at the forefront. Up to 32% of Gen Z’s closets are secondhand, jumping to 45% for handbags. That shows real habit, not just trend watching. (BCG Global)
• Gen Z prefers thrift and resale more than older groups. Another 2025 report found 54% of Gen Z shoppers in the U.S. prefer secondhand when it’s available, more than Millennials at 44%. Also, a huge 93% of consumers bought a secondhand item in the past year, showing wide acceptance. (FashionUnited)

So yes, young shoppers are actively choosing cheaper or secondhand options. Dupes fit that same mindset: they look like the luxury thing, but cost less.

Why Gen Z likes dupes

1. They feel smart, not ashamed.
   Dupe culture celebrates finding great style for less. A research piece noted that Gen Z sees dupes as smart choices. A law expert quoted in that study said knowing how to find a look for less is currency for Gen Z. (Istituto Marangoni)
2. Luxury prices are high.
   Another point from the same research argues luxury brands have raised prices far beyond what many middle‑class shoppers can pay. That pushes buyers toward dupes or other cheaper ways to get the look. (Istituto Marangoni)
3. Social media makes it fast and fun.
   TikTok and other platforms flood users with dupe picks, tutorials, and side‑by‑side comparisons. That quick sharing makes dupes feel trendy and easy to access.
4. Value and discovery.
   The BCG research showed Gen Z values affordability, but also discovery, experimentation, and the thrill of finding something special. Resale and dupes let them explore style beyond a single-brand purchase. (BCG Global)

Should luxury brands be worried?

Yes, but it’s not all doom and gloom. Here’s why the trend matters, and what it might really signal.

1) Trust and fairness matter

Dupes often pop up when people feel the original is too expensive or unfairly priced. That can erode the special aura luxury brands rely on. If shoppers feel dupes give the same look for less, they might question why the real thing costs so much.

2) New competitors and narratives

Some copy or dupe makers aren’t illegal knockoffs; they are new brands offering similar style at low prices, with honest marketing. That broadens choice for young buyers and adds real competition for the style, even if not for the brand name.

3) Economic pressure is real

Young shoppers face bills, inflation, and tight budgets. Data shows that economic pressure pushes people to secondhand and value options. Even if luxury brands remain aspirational, many buyers simply can’t or won’t spend. The market can shrink if brands don’t adapt.

4) But resale can help luxury too

The same BCG study suggests resale isn’t just a threat. It can be a discovery channel. Many buyers find new brands through resale, and resale can bring customers into the luxury world who couldn’t afford it otherwise. This is especially strong in the U.S. where resale adoption and value focus are high. (BCG Global) (BCG Global)

What should luxury brands think about?

1. Fairness in pricing and story.
   If buyers feel prices are too disconnected from value, dupes and resale will grow even more. Brands might need clearer stories why their products cost what they do—craft, materials, heritage, or sustainability—without sounding out of touch.
2. Connect with Gen Z values.
   Gen Z cares about value, discovery, and sometimes sustainability. Even if the main driver is price, brands that align with these values could win back interest.
3. Use resale smartly.
   Instead of fighting secondhand, some luxury labels could support it. That could mean partnering with resale platforms, offering authentication, or using resale as a sign‑up channel for new fans.
4. Watch dupe space, but don’t panic.
   Dupes show what styles are hot. Brands can learn trends without copying directly. They can also create affordable lines or collaborations that capture the dupe audience legally and ethically.

A simple takeaway for Gen Z readers

You love style, and you want it without wrecking your wallet. Dupes give that. Luxury brands might lose some sales, but they also gain insight: today’s buyers care about fairness, creativity, and value more than just logos.

So, is it bad news for luxury brands? It’s a wake‑up call. If brands listen, adapt, and respect what Gen Z wants, they can stay cool—and maybe even grow—while you keep hunting for the best look at the best price.