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How The Rise Of Dupes And Store Brands Could Change The Way You Shop

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Adrianna Rinaldi has enough high-quality leggings to last a week of remote work in New York without having to do laundry — and it didn’t cost her a small fortune.

Instead of continuing to spend up to $118 for one pair from Lululemon, she now buys a version that is one-third of the price. CRZ Yoga has built a cult following for its near-perfect dupe — short for duplicate — of Lululemon leggings. “The quality is just the same,” said Rinaldi, 34. “There’s more acceptance around not going for the brand name.”

From copycat brands to store-label groceries, budget alternatives to everyday essentials and indulgences are having a moment. Rather than the cheap knockoffs of old, they often come close to their brand equivalent in quality. More Americans are prioritizing price and value in lieu of national brand loyalty, according to spending data and company earnings calls — while influencers are also embracing the change.
“The dupe feels like you’ve cheated or one-upped the system … especially in a time of economic uncertainty,” said Lauren Beitelspacher, a professor of marketing at Babson College in Wellesley, Massachusetts.

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