"Carrying designer? How tacky"... I'm cool for finding a 'gem' at one-tenth the price [The World Is Z-Geum]

(87)Proudly Showing Off Affordable Alternatives... "Status Dupe"
Comparing Them With Original Products and Sharing Them on Social Media
"Consumers Feel Dupes Are Just as Good as the Originals"

Editor's NoteGeneration Z, generally defined as those born from the late 1990s to the early 2010s, is drawing attention as a generation that leads culture and trends in a rapidly changing era and sets new standards across society. In "The World Is Z-Geum," we explore the lives and values of Gen Z around the world and examine how they are changing society.

A culture known as "status dupe" is drawing attention among Gen Z: instead of buying luxury goods, they seek out affordable alternatives and show them off on social media. While people in the past might have quietly bought alternatives, the practice of publicly recommending finds and sharing comparisons with the original products is now spreading.

"Having an eye for affordable alternatives is something to show off"... A changing consumer culture

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Recently, the Texas-based U.S. news outlet the Fort Worth Star-Telegram spotlighted the dupe consumption culture spreading among young people. The outlet reported, "For many members of Gen Z, owning expensive luxury goods is no longer something to brag about. They can feel a sense of accomplishment just by finding a satisfying alternative at a much lower price, especially if it is worth sharing online."

The outlet specifically referred to "status dupes," explaining, "Finding an affordable yet excellent alternative is not something to quietly hide at the checkout; it can instead be something to take pride in." The term combines "status," meaning social standing or prestige, with "dupe," meaning an alternative. It reflects the idea that having the eye to find a satisfying option at a reasonable price can become a new source of pride, rather than owning an expensive product.

This trend is also visible on social media. On platforms such as TikTok and Instagram, people share a range of dupe products, from handbags with designs similar to luxury items to cosmetics. Consumers compare the original products with alternatives and actively recommend dupes they have found to others. Beyond finding satisfying products at low prices, they take pride in sharing their eye for a good find with others.

Why do consumers buy dupes? Price, quality and convenience

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So how many consumers are buying dupes? According to a report released by market research firm Circana in August 2026, 58% of consumers said they had bought a dupe product. Dupe purchases are also common in the beauty sector: 51% of beauty product buyers said they had bought a dupe. In particular, nearly 70% of beauty consumers said they would consider choosing a dupe even if they could afford the original.

Price is not the only factor influencing the decision to buy a dupe. In 2024, "saving money" was cited as the main reason for buying clothing dupes, but in the latest survey, "quality" and "convenience of purchase" emerged as key factors. More consumers are considering not only price but also a product's quality and practicality. The spread of product comparison content on social media has also been found to influence consumers' positive perceptions of the quality of dupe products.

Christine Classi-Zummo, head of the apparel industry advisory team at Circana, explained, "Consumers feel that dupe products are as good in quality as the originals, and think they are easier and more convenient to buy than the originals."

Consumers weigh price and quality

A department store in Jung-gu, Seoul. Photo by Kang Jinhyung aymsdream@

However, the spread of dupe consumption does not mean demand for luxury goods is declining. While more consumers are seeking affordable alternatives, premium and luxury brands are also continuing to grow. Analysts say dupes and luxury goods can coexist, as consumers compare price and quality product by product rather than paying high prices for everything.

Larissa Jensen, senior vice president and global beauty industry advisor at Circana, said, "Premium and luxury brands continue to grow. This shows that dupes do more than simply replace original products; they can also expand consumer interest and engagement in those product categories." Ultimately, the spread of dupes can be seen not as a sign that consumers' interest in luxury goods is disappearing, but as a shift toward choosing products that better satisfy them after weighing price and quality.

This content was produced with the assistance of AI translation services.