Are Dupes Harming the Luxury Industry?
In the last 12 months, two major high-end brands have made headlines for creating powerful campaigns around the concept of ‘product dupes’. Olaplex and Lululemon took an interesting approach to the rising prevalence of dupe culture, using their advertising to highlight the quality of their products in comparison to dupes, reminding customers that nothing can beat the original.
In this article, we explore the growing popularity of dupes, how they can impact luxury brands, and how companies can best respond to the negative impacts of dupes and counterfeit products - without isolating potential customers.
The Growing 'Dupe' Culture
Dupe culture has skyrocketed in the past few years, no doubt spurred on by the cost-of-living crisis and compounded by social media sites like TikTok.
According to Google's consumer insights, searches for 'dupes' have surged by 40%, reflecting a rising interest in finding cost-effective alternatives to high-end products. Over on TikTok, the hashtag #dupes boasts over 5.9 billion views, with thousands of dupe-focused videos being published each day in markets across the globe.
Dupe culture—which primarily targets aspirational customers who desire luxury items but lack the financial means to afford them—is not only reshaping consumer preferences but challenging luxury brands. In a time of increasing economic uncertainty and rising inflation, along with a desire to constantly look good on social media, brands need to accept that dupes are here to stay.
Instead of fighting dupe culture, luxury brands need to pivot their strategy to a more realistic approach.
How Dupes Impact the Luxury Industry
To state the obvious, dupes negatively impact the luxury industry.
DEVALUING THE ORIGINAL
When a product has a popular dupe available at a much lower cost, it can devalue the original product. Why would an everyday consumer want to pay thousands for the real thing when a copy is a fraction of the price?
Furthermore, as consumers increasingly drift toward affordable alternatives, the exclusivity and prestige once associated with luxury items may diminish. For legacy brands that have carefully crafted their image and reputation over the years, this could be especially detrimental.
Another worrisome aspect of dupe culture is the risk that consumers may not be able to distinguish between genuine luxury products and dupes. They might mistakenly believe that a lower-priced item is on par with the authentic product, potentially leading to disappointment and a perception that luxury brands are not worth the hype.
Data shows that dupe and counterfeit culture historically targets big luxury brands. A 2019 study of Instagram posts revealed that more than 50% of dupe products were copies of products from three brands: Gucci, Louis Vuitton, and Chanel.
Over 15% of luxury brand content posted on Instagram was related to counterfeit goods, with many accounts encouraging their followers to seek out dupes of the real thing.
In short, dupe culture doesn’t pose only a financial threat to luxury brands, but also jeopardizes brand equity and their reputation in the eyes of consumers.
How Other Brands Have Tackled Dupes: An Olaplex Case Study
In May 2023, after a popular dupe for their Align leggings went viral on social media, Lululemon launched a unique legging dupe swap campaign. Customers could visit their store in Los Angeles, try on the authentic leggings, and if they liked them, trade in their dupe. The campaign aimed to reinforce the brand's commitment to quality and authenticity and did wonderful things for their brand loyalty.
Haircare brand Olaplex took note, and has become the most recent luxury brand to make headlines with its dupe campaign. In September 2023, fed up with the proliferation of copycat Olaplex products spruiked on social media, they decided to create their own.
The brand launched a fake dupe of its own product - called Oladupé - to tease how often Olaplex is duped while also educating consumers about the quality of its products. They enlisted the help of 100 influencers who participated in an unboxing campaign of Oladupé, which was just a repackaged bottle of the brand’s iconic Olaplex No. 3.
“Imitation is the highest form of flattery, and I think what we wanted to do is really use this imitation, this discussion around dupes to really have fun with the fact that you can imitate us, but you can’t replicate us”
“Imitation is the highest form of flattery, and I think what we wanted to do is really use this imitation, this discussion around dupes to really have fun with the fact that you can imitate us, but you can’t replicate us,” said Olaplex CMO Charlotte Watson.
Just over a week after the campaign launched on TikTok, the associated hashtag, #Oladupe, had received 20.1 million impressions and 24 million views of the hashtag #Oladupe.
The campaign was undoubtedly a success. It also proved that, as a brand, you can shape the narrative around dupes to highlight the quality of your products while still having fun and engaging with your customers where they are most active
The Future of Luxury vs Dupes
The reality is that dupes aren’t going anywhere. For luxury brands to keep thriving in such a changing consumer landscape, there’s a specific balancing act they must master. Acknowledging the presence of dupes is crucial, as the demand for more affordable alternatives continues to grow.
Instead of dismissing them as mere imitations, luxury brands should find clever ways to showcase the true value of their original products. By openly acknowledging dupes and differentiating themselves, luxury brands can reaffirm their authenticity and distinctiveness. Yes, dupes exist. But they’ll never match the quality of the real thing.
The future of luxury will also involve exploring new marketing strategies, embracing sustainability, and adapting to changing consumer values. As consumers become more conscious of their choices, luxury brands can use their authenticity to connect with those who prioritize quality, craftsmanship, and ethical production.
Working With a Partner That Understands Luxury
To level up your marketing strategy, work with luxury marketing experts like Block & Tam. We know the industry inside out and can help you plan and implement unique campaigns to make your brand shine. Get in touch today to get started.
