High luxury retailers—Hermès, Gucci, Fendi—have mastered the art of selling a lifestyle through customizable, one-of-a-kind products made from premium materials. These brands pride themselves on producing exclusive fashion lines with price points that emphasize their rarity. On the flip side, there’s always been the counterfeit market, where knockoffs are sold covertly, usually mass-produced in overseas factories with questionable practices.

But something interesting has happened in the last few years. We’re seeing a new player emerge: mid-level fashion brands that have essentially upscaled the counterfeit concept with a twist. They’re using similar manufacturing facilities, comparable materials, and offering products at a more attainable price point for the fashion-conscious shopper who wants the look without breaking the bank.

The trend isn’t just about handbags and scarves, these new players are revolutionizing everything from jewelry to home goods. Take the explosion of ‘inspired by’ luxury furniture dupes on TikTok, where savvy content creators showcase their finds that look eerily similar to RH and CB2 pieces at a fraction of the cost. Or consider how brands like Mejuri and Aurate have upended the fine jewelry market by offering ‘everyday luxury’ pieces that rival Cartier and Tiffany designs.

What’s most interesting is how social media has accelerated this trend. A quick scroll through #dupetok shows millions of views on videos comparing luxury items with their more affordable counterparts. Influencers aren’t just showcasing these alternatives—they’re proudly celebrating their shopping choices, shaping a new consumer culture that is redefining status signaling. People communicate their social position, wealth, taste, or cultural capital through visible choices, like carrying Louis Vuitton’s Monogram bag. And even the most discerning fashion lovers are embracing the challenge of pulling together chic, budget-friendly outfits that still pack a style punch.

This shift in consumer mindset has created an interesting dilemma for luxury houses. While they might publicly dismiss (or quietly ignore) these mid-market alternatives, their actions tell a different story. Hermès, for example, aggressively pursued legal action against Mason Rothschild’s MetaBirkins NFTs (and won), but seems less concerned about physical bag dupes. Even Walmart’s Wirkin bag appears to be flying under their radar for now.

Adding to this pressure, Gen Z has fully embraced dupes. According to Mars United Commerce, about half of Gen Z has intentionally bought dupe products, with beauty, fragrance, and high-priced fashion staples topping their must-have list. While maintaining selective brand loyalty, these young shoppers are actively seeking affordability, too. Brands like e.l.f. Cosmetics exemplify the trend, offering budget-friendly beauty products that rival higher-end counterparts in both quality and performance. Quince (my personal favorite) has gained traction in apparel with its ‘same, but cheaper’ approach, including their $50 cashmere sweater that mirrors more expensive alternatives. CRZ Yoga has built a loyal TikTok following with leggings that closely resemble Lululemon’s styles, while Italic connects shoppers directly with manufacturers for high-quality, understated luxury pieces.

These brands highlight the growing movement toward accessible luxury, where consumers can enjoy premium quality without the hefty price tag. Unlike the heritage brands they emulate, they’ve mastered modern marketing tactics – using social media and limited-quantity drops to create their own kind of exclusivity.

The relationship between dupe culture and luxury retail is complex and evolving. While some might view dupes as a threat to heritage brands, they may actually serve as a gateway to luxury purchases. As consumers mature in their shopping journey, many who started with dupes develop a deeper appreciation for craftsmanship, heritage, and authentic luxury experiences. Yet luxury brands face a delicate balance: they must protect their exclusivity while finding innovative ways to connect with younger, more value-conscious consumers. In a follow-up post, we’ll explore how heritage brands are strategically adapting their approach to attract Gen-Z shoppers, potentially converting today’s dupe enthusiasts into tomorrow’s luxury consumers.