Why should a brand care about dupes?

Knowing how to navigate dupe culture is becoming more crucial than ever. Dupes aren’t going anywhere. Whether it’s fashion house repurposing each others styles, or 2000’s fashion magazines showing you how you can get Kate Moss’s Glastonbury look for less, dupes have always had a place.

Holli Preston Associate Director 18/04/2024

How to develop a strong sense of brand in the face of growing dupe culture

Knowing how to navigate dupe culture is becoming more crucial than ever. Dupes aren’t going anywhere. Whether it’s fashion houses repurposing each others styles, or 2000’s fashion magazines showing you how you can get Kate Moss’s Glastonbury look for less, dupes have always had a place.

But now the newest dupe trend, fuelled by the whirlwind of social media and influencer culture, has quickly infiltrated the beauty and skincare category. The new age of dupe culture is only just getting started and constantly evolving, so don’t fight it, embrace it and consider what you could learn.

Our latest research highlights that ‘dupe products’ – less-expensive alternatives to brand-name products that often look similar or offer similar benefits – are increasingly in demand among unexpected parts of the wider public, including older and wealthier people.

This report is the product of Savanta’s Thought Piece Incubation process. An intensive development and writing program, where rising Research Stars within the business work collaboratively to produce a topical thought piece. Dupes is the combined efforts of: Holli Preston, Sarah Culpan, Neve Savage and Hannah Sturgess.

Don’t miss out. Find out what this means for your brand. Read our eBook and learn about the world of dupes to understand your audience, showcase your brand, and be confident in the dupe conversation.