As brand and innovation strategists we look at trends deeply to understand the full context, which enables us to consult with our clients both in the short and long-term.

Jennimai sites in her article that Dupe culture started before the current economic climate, but we would argue it has been rising and falling with each economic uncertainty – we just call it something different.

What makes today different is the emergence of two critical things:

• Private label brands no longer have the low-cost and low-quality perceptions. Major retailers have invested in not only building the brand architectures but also building the product performance to rival name brands. Look no further than Costco’s Kirkland brand. Consumer’s don’t see it as “trading down” anymore!
• Direct-to-Consumer has leveled the playing field for smaller and more agile brands. The model enables these brands to deliver quality products at reasonable prices because they have cut out the costs of distribution.

Before brands lean into Dupe culture messaging they need to ask themselves – do they have the right to and how do they do it in an authentic way.