How to turn dupe culture into a bottom-line booster

While some of us may remember when having non-name-brand Uggs and North Face jackets was worthy of derision, Gen Z is turning that idea on its head with dupe culture. Rather than paying name-brand prices, they’re finding less expensive replacements, dubbing them “dupes,” as in “duplicates” of the real thing.

While big-name brands may see their bottom line hurt, some brands, like Lululemon, are fighting back by proving that the real thing is better than a dupe. The athleisure brand held a Dupe Swap in Los Angeles for anyone looking to swap their dupe Align™ leggings for the real thing.

–   Staff report, The 100 Companies