Have you been hearing the term "dupe" circling around social media lately?
If you are on TikTok, I am going to assume the answer is yes.
Dupe is a term, short for duplicate, that signifies an item that is essentially a replica of something else that is often times more expensive, and a name brand. It is not a counterfeit item as the brand names are not illegally printed on, but these dupes do get about as close to the original as they can, and they are usually proud of how close they get. Popular dupes that have been wildly consumed are clothing dupes, makeup dupes, perfume dupes, and water bottle dupes...the list does go on but these are the main few.
So...what does this have to do with TikTok?
Well, TikTok has been the main social media platform spreading information about these dupes, and now with its new shopping feature, users can even purchase them straight through the app. It has even become a trend to post about different dupes, and some have even taken a comedic approach.
So why is this "dupe culture" an issue?
Well, number one, from a branding and marketing perspective, it completely takes away from all of the efforts that these name brands put into selling their products. Obviously, they are still successful, however, they have so many people interested in their products who instead search for dupes so they don't have to pay the money. One example I can use that I know has been a victim of dupe culture is Lululemon. They are very well known for their leggings, however, they are 98 dollars a piece. So instead, users on TikTok share "Lululemon dupes" they find, usually on Amazon for half the price, and these become wildly popular. Circling back to word-of-mouth marketing, users trust the groundswell. So, if one person on TikTok says "Hey these leggings feel just like Lululemon ones" chances are people will believe them.
Aside from the marketing and branding perspective, dupe culture has become a huge factor in the encouragement and presence of fast fashion. The second a product becomes popular, brands that contribute to fast fashion can produce duplicates extremely quickly, and most of these are sold through Amazon. Then once these products become available on Amazon, TikTok users discover them, and then they spread like wildfire.
A huge reason people are inclined to share Amazon dupes specifically is because Amazon has a new influencer tool called Amazon Storefront. This tool allows users to create their own storefronts and share products to them, then when the items shared sell, the creators earn a commission. This is not to point blame on the people who create the storefronts, however, it is a huge tool enabling these companies to continue to produce dupes.
So what can brands do if they fall victim to dupe culture?
Well, they can definitely take notes from Lululemon. Recently, Lululemon hosted a "dupe swap" in Los Angeles, California where they encouraged people to trade in their Lululemon legging dupes for a real pair. Instead of pushing back against these companies selling dupes, they decided to engage with the groundswell and use this as an opportunity to gain new customers and show them the true difference in quality. "By embracing dupe fans, the brand is banking that all the long-term work it’s done around its culture—the online and in-store communities, fitness and yoga resources, relatable brand ambassadors—and the quality of its product, will ultimately outshine the dupes and convince people to give the original a shot." Obviously, this is not a gamble that all brands are able and willing to take, but it is an example of how brands can use this "dupe culture" as an opportunity to engage with the groundswell and build a larger customer base.
Comments