Gary Martin: Dupes the new go-to for savvy shoppers

As the high cost of living hits home, shoppers are finding new ways to make their hard-earned pay packets stretch further. Thanks to the influence of social media, they are being exposed to thousands of “dupes” — cost-effective alternatives or duplicates — that mimic their favourite brand name products. Not to be confused with tacky knockoffs or counterfeit products that masquerade as the real deal, dupes share a similar appearance as a branded-name product but without its logo. These product doubles give off the same vibes as a designer or more expensive item but are generally distinguishable from the real thing. Their purchase is legal — in fact, some popular department stores across the country specialise in dupe-styled items. Shopping for dupes is about making savvy purchases to get the same look for less. Virtually anything can be duped — just about everything is — though manufacturers never label their products as dupes. From clothing, shoes and home décor to personal electronics, household cleaners and beauty products, a budget-friendly dupe is available for almost every conceivable category. Dupes or cheaper non-branded products are not new. Supermarkets have long stocked “home-styled” brands of groceries with a substantially lower price point. Dupe (not fake) perfumes, which claim to “smell like” other well-known signature fragrances, have also been on the market for years. What is new is the growing popularity of a much wider range of designer doppelgängers on offer thanks to price-conscious consumers taking to social media to alert others to more affordable alternatives. Over the past few months, hashtags including #dupe, #dupes, #dupealerts, #doupe and #dupealarm have been used millions of times by users seeking to alert others to cost-effective look-alikes that resemble branded and more expensive products. What is also new is the way we have become so happy to tell others about our dupe discoveries. In the past, shopping for dupes was kept under the radar in the hope that look-alikes would go unnoticed by family, friends and colleagues. Yet in an economy that is spluttering and threatening to stall, discovering a decent dupe and sharing it with the world via social media will invariably result in digital fame of the best kind. But as our compulsion to tag almost anything as a worthy copycat soars, shoppers risk being duped in other ways. The market is already being flooded by wannabe dupes that are actually poor-quality products designed to give their manufacturers a quick financial return. There are also heightened fears the reason some products end up being substantially cheaper is because their production neglects the environment or social responsibility. And some people are concerned that rather than providing an alternative to purchases, dupes are contributing to increased consumerism and a “more is more” approach including encouraging shoppers to pick up two or three of the same item in different colours. Thanks to social media, dreadful dupes tend to be quickly exposed for what they really are. And it is worth remembering your grandparent’s advice that “you only ever get what you pay for”. So while dupes certainly have a deserved place in the market — and especially during financially tough times — it is worth thinking about how much space we let them take up. Professor Gary Martin is CEO of AIM WA and a workplace and social affairs expert.