The Rise of Dupe Culture
Despite Generation Z expressing a preference for sustainable brands in consumer surveys, the reality is that ultra fast fashion giants thrive. We delve into the phenomenon of Dupe Culture, which has swept through the World of Generation Z.
Pride in copies and imitation brands
Traditionally, owning an obvious fake brand or a copy brand was seen as something to feel embarrassed about. However, the dupe culture has turned this narrative on its head. Gen Z now sees finding 'dupes' and 'copies' as achievements to be proud of, challenging the conventional norms of hiding behind imitation fashion. The movement promotes the mantra 'buy cheap, buy lots,' transforming the retail industry and encouraging consumers to seek budget-friendly options. Dupes don't pretend to be the original brand; instead, they stand in opposition to it.
The hashtag #dupe has amassed over 6.6 billion views on TikTok, signalling a significant shift in consumer attitudes.
Shein is Gen Z's favorite fast-fashion brand
Knowing the Dupe Culture it's probably no surprise that Shein, the Chinese ultra fast-fashion retailer, recently claimed the top spot as Gen Z's favorite fast-fashion brand in the annual Brand Magnetism™ Study. Unlike fast fashion giants such as H&M and Zara, which follow a three-week process to track trends and unveil new designs, Shein leverages real-time data to streamline this cycle to 5–7 days.
This rapid approach enables them to introduce trendy items within days, with clothing collections debuting on runways one day often appearing in Shein's online stores just a week later, as reported by various news sources. Remarkably, Shein updates its website daily with an average of 6,000 new styles, an extraordinary figure even within the realm of fast fashion.
Shein's strategy revolves around an extensive collaboration with micro-influencers globally, especially on TikTok, with "Shein Hauls" where influencers showcase an abundance of low-cost clothing.
What happened to Generation Green?
For the new entrys of ultra fast-fashion brands and the rising trend of Dupe Culture, the enduring question remains: What happened to the climate?
Several studies over the years have highlighted that the majority of Gen Z prefers sustainable brands, and are indeed willing to spend more on such products. Despite consumer surveys indicating a preference for sustainable fashion, the reality is that fast fashion giants continue to thrive.
While Gen Z remains highly concerned about climate and sustainability, it seems that the current financial crisis has seen the dupe culture gain traction as a counter trend to sustainability. The question now is when cost no longer outweigh the negative environmental impact of the brand in Gen Z’s decision-making?
