Retail therapy, the practice through which you shop in order to make yourself feel more cheerful, is becoming more commonplace among people now that there are so many brands available, and e-commerce has broken down the geographical barriers of purchasing new products. The reason why it can feel so great to shop is because the anticipation of a reward releases dopamine in your brain, the feel-good hormone that gives your mood an instant boost. However, you are also likely to condition yourself to feel good when shopping, so you’ll start wanting to do it an increasing frequency. 

Maintaining this habit can be expensive over the long term unless you have large amounts of disposable income readily available. However, dedicated shoppers appear to have come up with a solution: dupes. These items are typically cheaper than their genuine counterparts but copy much of their design and materials, making them attractive for many customers. However, there’s a hidden cost that many are not aware of, but they have to pay regardless, and it usually translates into poorer quality items and reduced lifetime. Apart from the fact that you’ll most likely get fewer uses out of a counterfeit item, there’s also the fact that some of these products are downright dangerous. 

What are dupes? 

The term “dupes” comes from “duplicates,” which refers to products created with the aim of mimicking original aesthetics and functionality. Typically, the replicated items are high-end, or at least premium quality, and many shoppers feel like they cannot afford them without putting pressure on their finances. As such, they resort to dupes, which typically come at a significantly lower price point, meaning they can shop more. However, while it might seem like nothing more than a budget-friendly choice made by a financially conscious consumer, the truth is that the impact of dupes goes further than that. 

Market research consultancy companies such as Savanta USA are aware about the challenges companies face when dealing with dupes, and work with clients in order to discover solutions to the problem. Since these items aren’t going anywhere, it is crucial to learn how to navigate them in such a way that they do as little damage as possible to the companies’ finances and original ideas. 

Dupe culture 

The rise of social media platforms and influencers has made dupes commonplace to such an extent that many buyers belonging to the younger demographics are openly looking for cheaper alternatives compared to the older generations, for whom buying knock-off items was something that was done in secrecy. In fact, analysts have even begun advising brands to lean on the situation and use it to their advantage in order to promote their genuine products. The belief is that after the consumers become aware of them through dupes, they’re more likely to wish to sample the real thing at some point. 

But what about those who are more than happy shopping for counterfeits forever and don’t mind the poorer quality at all? In the case of these individuals, shopping for dupes typically means that they would shop more often and purchase more items each time. After all, paying $20 for something that would normally be around $100 is a much easier decision to make and one that appears to be far more profitable. The chief drawback is that lower prices can be one of the reasons behind overconsumption and compulsive shopping. It is why shops are full during times of massive sales and why people tend to buy a lot of items during those times, whether they need them or not. The lower price tag creates a psychological effect that makes you feel like you’re experiencing a rare bargain and that missing this opportunity could be something you grow to regret in the future. 

Since counterfeits are more likely to be made from materials and fabrics of lower quality, you’re more likely to use them for a shorter period, so the overall cost per use of the item will ultimately be more elevated. In the case of clothing, you might discover that a top can only be worn a handful of times before it loses its shape completely. And since the issue of sustainability has become increasingly pressing over the years, it only makes sense that you should choose pieces that you don’t have to discard soon after they are purchased. 

Moreover, since dupes generally imitate high-end brands, the idea behind them is to push conspicuous consumption further, a phenomenon through which goods are purchased simply because of their ability to enhance the prestige of the one who owns them. This is yet another concept that is in complete opposition to sustainability, as it also encourages more shopping than is needed. 

Legality 

It might seem quite extraordinary that fake products can even exist and reach consumers so openly in the first place, given copyright laws. In reality, the items are not considered illegal as long as they don’t have the original logo or trademark of the products they’re replicating. As long as they maintain this standard, dupes are safe, and anyone can purchase them. When asked about the ethics of these purchases, almost 60% of shoppers aged 13 to 25 said they feel that buying fake items is entirely morally acceptable and showed no qualms about it, compared to only 16% who believed it to be a condemnable thing. 

For those who see them in a negative light, dupes are a representation of stifling creativity and originality, as well as the push for more and more shopping. And while 96% of Millennials and Gen Z say the financial crisis is pushing them away from buying sustainably given the heftier price tags, there’s a case to be made about shopping for non-essential items such as clothing, jewelry, makeup or extra electronics less and choosing something of higher quality when you do. According to this view, shopping for counterfeits is less about financial prowess or lack thereof, and more about achieving a desired aesthetic as quickly as possible, leaving little room for other concerns such as sustainability.

Trends have been changing at a pace that is faster than ever over recent years, giving rise to microtrends that don’t last more than a couple of months and an endless number of different styles. While creativity and self-expression are essential for all individuals, they must not be achieved at the expense of the environment or the efforts of genuine brands who put considerable work and effort into creating their goods.