‘Dupes: How 10B views signal a crisis of trust in luxury’

In recent years, the luxury industry has faced a growing phenomenon that threatens to disrupt its carefully cultivated image of exclusivity and prestige: the rise of “dupes.” These affordable alternatives to high-end products have gained significant traction, presenting a complex challenge for luxury brands. Dupes, short for duplicates, are legitimate products that mimic the design and aesthetics of luxury goods without infringing on intellectual property rights. The appeal of dupes has skyrocketed, with the hashtag #dupe generating over 6.5 billion views on TikTok by early 2024. This trend has only accelerated, with recent data showing that dupe-related content has surpassed 10 billion views across major social media platforms by early 2025. The luxury market is experiencing a significant shift in consumer attitudes, particularly among younger generations. According to the latest Bain & Company report, approximately half of luxury consumers now rate luxury brands as overpriced. This perception has been exacerbated by substantial price increases implemented by many luxury brands, leading consumers to question the value proposition of high-end products. Why consumers are losing trust in luxury brands Several factors have contributed to the decline in trust toward luxury brands. Some consumers perceive a decrease in quality despite rising prices, leading them to seek alternatives. Controversial marketing stunts, such as Balenciaga’s $1,790 “trash bag,” have led consumers to question the authenticity and value of luxury offerings. Additionally, supply chain scandals have further eroded trust. Investigations in Italy have revealed labor exploitation in the supply chains of major luxury brands. For instance, authorities found that Dior bags retailing at €2,600 were being produced for just €53, with workers subjected to poor conditions. Similar issues were uncovered in Armani’s supply chain. From shame to cool: How social media is popularizing dupes A prime example of the dupe trend is the “Walmart Birkin” or “Wirkin.” This $69.99 bag, sold through third-party vendors on Walmart, closely resembles the iconic Hermès Birkin bag. The viral popularity of this dupe demonstrates how social media has not only made dupes acceptable but even “cool” among certain consumer segments. Social media platforms, particularly TikTok, have played a crucial role in popularizing dupes. Influencers eagerly share their discoveries of affordable alternatives to luxury products, creating a new form of social currency. This digital word-of-mouth has transformed the perception of dupes from shameful knockoffs to savvy, budget-conscious purchases. When I kicked off my Spring Luxury Strategy MBA class at Pepperdine’s Graziadio Business School, one of the topics of interest my students brought up was dupes. In none of my previous classes had this been a requested topic, which suggests that this trend is more than a passing fad — it’s a signal of a larger cultural shift. Confronting the dupe crisis The rise of dupes presents significant challenges for luxury brands. When consumers can access similar aesthetics at much lower price points, it challenges the exclusivity that luxury brands have long relied upon. The combination of price increases, quality concerns, and supply chain scandals has led to a crisis of trust in luxury brands. Moreover, younger consumers, particularly Gen Z, often prioritize the look and feel of a product over its brand name, presenting a significant challenge for heritage luxury brands. In this landscape, storytelling becomes paramount. If a dupe carries a compelling narrative that resonates with consumers, it can even rise to the status of an “it” item. The dupe phenomenon is, therefore, a symptom of a deeper crisis within the luxury industry. The erosion of trust — fueled in part by the actions of the brands themselves — has created an environment where dupes can thrive. Social media has accelerated this trend, making dupes not just acceptable but often desirable. Meanwhile, many traditional heritage brands’ failure to effectively leverage social media and “speak the same language as their clients” has only deepened the crisis. Rebuilding trust: The key to luxury’s future For luxury brands to successfully navigate this new landscape, they must focus on rebuilding trust and reinforcing their value proposition. This means refocusing on brand storytelling, tangibly enhancing quality, being transparent about craftsmanship, and, crucially, engaging with younger consumers on a cultural level. The future of luxury will likely belong to those who can balance exclusivity with authenticity and create meaningful client experiences. Luxury brands will need to craft products and narratives that resonate with a new generation of consumers who care about more than just a logo. The key questions brands must address are: Why should clients care, and how can we inspire them where they are — on social media? Achieving this requires optimizing both your story and your message. In this evolving market, luxury brands must remember that their true value lies not just in their products but in the dreams, stories, and experiences they offer. By continually reinforcing these aspects and addressing the trust deficit, they can maintain their allure in a world where the look of luxury is increasingly accessible to all. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy.

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‘Dupes: How 10B views signal a crisis of trust in luxury’