Fake is fabulous: How did GEN Z make fakes the biggest shopping trend in 2023?
Compared to millennials, and especially boomers, hipsters lead a markedly different life. I can't say with certainty that any generation in recent history has wielded more influence than Generation Z. And no, it's not just about what's happening on social networks; their influence extends far beyond into other spheres of real life.
When comparing my upbringing and understanding of the world with theirs, I see a significant disparity. Maybe not always, but I would venture to say it's on my end, not theirs. Why? Because they aren't burdened by rules, expectations, and the fear of judgment.
Remember how embarrassing it used to be not to wear the original - sneakers, bags, perfumes, or anything else? If you couldn't afford, say, an original Ugg boot, you were better off opting for something else rather than a knockoff.
Today, Generation Z celebrates replicas and views their pursuit as the most thrilling thing in the world. Consider Zara's perfume, for instance, which smells identical to the latest Prada scent, yet is considerably more affordable! Naturally, we won't pass up such an offer.
But how do we stumble upon these great discoveries? Two words: TikTok and #dupes. Given that Generation Z primarily communicates through TikTok, it's evident why this trend flourished on this social network.
"Dupes" (short for "duplicates") videos rank among the most popular on the "for you" page, and the revelations they contain are genuinely useful, not to mention impressive. These videos unveil imitations of products that are often exorbitantly priced or otherwise inaccessible in a particular market, holding a prominent position on Google Trends.
Furthermore, the increasing number of memes on this topic underscores that managing without getting what we want, whether it's a product or an experience, is sometimes necessary, albeit amusingly so.
Millennials Have Also Succumbed to the Trend
The popularity of replicas of unattainable products is truly intriguing and, in an unusual way, refreshing. Let's be honest: what's wrong with wanting to partake in an aesthetic we can't afford?
Moreover, this is likely a perfectly logical response to inflation and our progressively limited ability to sustain our shopping habits. Apart from jeans, this trend has also been embraced by millennials, who, despite having regular incomes, still face constraints when it comes to expenses of this nature.
Many brands outside the premium category have already acknowledged the potential of replicas (e.g., fashion brands like Shein or Fashion Nova). However, caution must be exercised: a valuable replica is a faithful one. "Dupes" should boast an affordable price without compromising on quality.
That's precisely what makes discovering a replica of the coveted object so exhilarating. Naturally, for legal reasons, it's not possible to label any product as a duplicate of a premium product, even though it's immediately apparent which is original and which is a copy.
Thus arises the "moral dilemma" - where does the line blur between inspiration and plagiarism, accessibility and copyright infringement?
Environmental Concerns
Taking a step further, we must also consider the sustainability of such a system, given that the moment a premium product goes viral, an avalanche of replicas materializes at an unfathomable speed.
And considering Generation Z's passion for various environmental issues, one can't help but wonder how they reconcile this with their support for "fast fashion." However, it's all a matter of psychology because, at the end of the day, we're all individuals with personal needs, and it would be absurd not to strive for happiness, even if it's in such a mundane manner.
Copies aren't anything new; they've always existed and will continue to do so indefinitely, with one significant difference - today, it's perfectly acceptable to love and consume them.
Today, they don't separate us; they connect us. Today, we understand that a product doesn't have to be expensive to be of good quality, and we comprehend that our value isn't diminished if we opt to stay within a budget while still wearing and using what we desire and enjoy. "Dupes" have democratized fashion and transformed the once "fake" into "fabulous."
Text written for the BIZLife website by: Ivana Tomić, smartpoint adria Brand Specialist
Photo: Unsplash