The trends driving “dupe” culture mainstream

Discover how affordability and savvy shopping are reshaping consumer behavior and store brand strategies

February 7th, 2025

Quad uses your information to contact you about relevant content and services. You may unsubscribe at any time. For more information see our privacy policy.

Trends driving dupe culture mainstream eMarketer Lookbook preview

With economic pressures mounting, consumers are turning to “dupes”—affordable alternatives to high-end products. This trend has propelled private labels to new heights, capturing billions in spending and transforming how retailers approach affordability without compromising quality.

In this exclusive eMarketer Lookbook, made possible by Quad, dive deep into the data, insights and strategies behind the rise of dupe culture. Learn how private labels are evolving to offer premium experiences, how social media is fueling this movement and what it means for the future of retail and brand loyalty.

What you’ll uncover about “dupe” culture:

  • Key trends driving the rise of dupes and private labels

  • Expert takes from eMarketer Principal Analyst Sky Canaves and Quad’s Katie Kelly-Landberg, Senior VP of Business and Brand Leadership Strategy at Betty, a Quad Agency

  • Insights on consumer behaviors amid economic challenges

  • Creative, messaging and packaging best practices to meet shifting consumer priorities