Professor Susan Scafidi provides her expert opinion on dupe fashion culture.
“The embrace of dupes has become its own moral statement and become one that is widely accepted—that is the difference and that’s what brands are having to fight,” said Susan Scafidi, a Fordham Law School professor and founder of the school’s Fashion Law Institute. Gen Z and social media are prime instigators, she said. “If you need to show up on Instagram every day looking different and styling yourself differently, then you need a constant new flow of tools to do that and that is fast fashion and that ultimately means dupes.”
Read “Brand Knockoffs—How TikTok Dupe Culture Can Actually Benefit Brand Value” in AdAge.
