Dupe (product)

Not to be confused with Counterfeit consumer good or Knockoff.

A logo-less $13 bag in the style of a much more expensive white alligator skin Birkin bag

A dupe is a product similar in appearance, functionality, or design to a higher-end branded item but sold at a much lower price. Unlike counterfeit products, dupes do not copy trademarked brand names or logos and are often sold at mainstream retailers. Dupes aren’t usually counterfeit products pretending to be the real thing, but they often resemble the original closely enough that many of them might be considered as counterfeits. They may still be illegal under trademark laws if they confuse consumers or violate patents.

The key distinction is that counterfeit goods present themselves as genuine, often reproducing a brand’s trademarks to deceive consumers into believing they’re buying authentic products. Counterfeit sales are illegal under both federal and state law. Dupes, by contrast, do not claim to be the real item and avoid using protected trademarks, placing them in a legal gray zone.

Dupes represent a modern, influencer-driven rebranding of cheap look-alike products, while “knockoffs” retain their older, more negative association with low-quality or counterfeit goods, so the two terms are related but not the same. A dupe is a look-alike item that loosely resembles a designer item without copying it exactly, while a knockoff is a near-identical, mass-produced imitation intended to replicate the original and raises ethical and legal concerns that dupes don’t.

Description

Dupes are products similar in appearance, functionality, or design to higher-end, often more expensive, branded items but sold at a much lower price. These products offer consumers an affordable alternative to luxury goods without significantly compromising quality or style. Dupes are particularly popular in fashion, beauty, and electronics, where the desire for trendy or high-performance items meets budget constraints. Social media platforms and influencers play a significant role in promoting dupes by sharing their discoveries and recommendations with their audiences.

The term counterfeit is often used interchangeably, although their legal meanings are not identical. Knockoff or Dupe products are those that copy or imitate the physical appearance of other products but which do not copy the brand name or logo of a trademark. They may still be illegal under trademark laws if they confuse consumers or violate patents. The term ‘dupe’ has increasingly replaced more negative labels such as copycat, replica, knock-off, or counterfeit.

Dupe culture

Dupe culture driven largely by Gen Z and Millennials, has emerged as a significant trend in the shopping world. These generations are increasingly seeking out dupes, which are affordable alternatives to high-end products, in an effort to maintain style without breaking the bank. This movement is fueled by social media, where influencers and users share their favorite dupes, promoting accessibility and savvy shopping. High-end brands are encouraged to embrace this trend, recognizing the cultural shift towards valuing aesthetics and financial prudence. Consumers particularly Gen Z — are increasingly choosing dupes over full-priced originals, even when they can afford the real thing. However, even buying duplicates may cause overspending, particularly if the buyer is relying on buy now, pay later payment programs or other forms of loose credit.

Legal

The legal status of dupes remains ambiguous. While dupes generally avoid using logos or brand names, experts caution that some designs — such as the Hermès Birkin silhouette or the red soles of Christian Louboutin shoes — are protected as trademarks or trade dress, making certain look-alike products potentially infringing even without explicit branding.

Industry lawyers note that U.S. law provides relatively limited protection for fashion design, which contributes to the prevalence of dupes in the American market. Lawsuits involving dupe-style products frequently end in settlements or product redesigns, as seen in cases involving MCoBeauty, Tarte Cosmetics, and Chemcorp. Major retailers such as Shein, Temu, Walmart, and Amazon have also faced litigation over look-alike items, though outcomes vary widely.

See also

• Video game clone, a video game made to capitalize on a popular title
• Generic brand, similar quality products sold without brand name recognition
• Shanzhai, the Chinese term for counterfeit consumer good.