Dupes might be 2023’s biggest shopping trend as social media transforms the copyconomy

Birkin-shaped Amazon bag… #Dupe-tagged videos have billions of views on TikTok, with feeds full of frugal influencers unboxing look-alikes — or straight up counterfeits — of designer clothes, bags, and shoes (picture: $75 “Louis Vuitton” slippers). Users have also proudly shared dupes of skincare, makeup, and even toilet paper (“Sharmin”?).

• Duping = new thrifting? Google searches for “dupe” hit a record this year, and “superfake” handbags have Reddit communities dedicated to finding the perfect Chanel replica.

• Trending up: Last year, 37% of 15- to 24-year-olds surveyed by the EU Intellectual Property Office said they bought at least one fake product. That’s up more than double from 2019.

• FYI: Not all dupes try to pass as designer. But even unbranded look-alikes can cross the legal line (think: mimicking the Birkin shape).

Countering counterfeits… has gotten tougher as more dupes are sold online (sorry, Canal Street). Many producers are thought to operate out of China, with supply chains set up like “Love Is Blind” pods: sales reps might talk to factories, but details like location are kept secret. It’s estimated that counterfeiters rake in trillions annually.

• Fighting them: Designer brands like Moët Hennessy Louis Vuitton (aka: LVMH) spend millions each year taking legal action against counterfeiters. LVMH refused to partner with Amazon, saying it doesn’t do enough to take down fakes.

• Joining them: Lululemon is hosting “Dupe Swap” events where it replaces customers’ look-alikes of its cult-favorite Align leggings with the bona fide $118 item. #Lululemondupe has 188M views on TikTok.