---
title: Gen Z is learning to save money… by spending it on counterfeits
description: Young consumers don’t seem to mind wearing knockoff luxury products.
---

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# [Gen Z is learning to save money… by spending it on counterfeits](https://hs-sbup.thehustle.co/news/gen-z-is-learning-to-save-money-by-spending-it-on-counterfeits)

 Written by [Jacob Cohen](https://hs-sbup.thehustle.co/news/author/jacob-cohen) | Jun 3, 2023 4:47:09 AM

What’s that phrase? Imitation is the sincerest form of… frugality?

TikTok data suggests that sentiment is now shared across Gen Z — and in a world where you can either buy a genuine Chanel flap bag for [$10.2k](https://www.ft.com/content/9609381f-8ad5-4f95-b2b2-2b8b050107d4) (up from $4.4k in 2012), or a $55 “dupe” on Chinese site DHgate, can you blame them?

#### **Counterfeits: The real deal**

Last year, an EU survey found that [37%](https://euipo.europa.eu/tunnel-web/secure/webdav/guest/document_library/observatory/documents/reports/IP_youth_scoreboard_study_2022/executiveSummary/executive_summary_2022_en.pdf) of 15- to 24-year-olds purchased at least one fake product in the prior year — mostly accessories, footwear, electronics, and cosmetics — up from 14% in 2019.

- There was also a 6% jump in young shoppers who said they were *influenced* to make such a purchase.

Among the bogus-buying group, 48% said they did so because of price, 27% just didn’t give a damn about a product being fake, and 24% didn’t believe there was even a material difference from a genuine item.

#### **Are you faux real?**

Despite efforts to discourage counterfeit sales, TikTok appears to be the prime breeding ground for this behavior — and it happens to coincide with the platform’s [expansion](https://www.businessinsider.com/tiktok-shop-sellers-early-hiccups-big-discounts-and-new-sales-2023-4) of its shopping functionality.

- This month, *The Guardian* [reported](https://www.theguardian.com/technology/2023/apr/23/tiktok-cashing-in-counterfeit-beauty-products-skin-gels) that nine out of the first 12 results for “perfume” in TikTok Shop appeared to be fake.

The younger generation’s buy-in to thrifting, bargain-hunting, and, uh, “frugal flexing,” is readily on display on TikTok, with hashtags #reps (often meaning “replicas”) and #bougieonabudget up to 1.9B and 473m views, respectively.

**One faux pas: **Not everyone is on board with this trend, based on the [drama](https://www.insider.com/scandal-reselling-fake-birkin-bags-hermes-tiktok-birkintrash-2023-2) that ensued when a popular TikToker and Hermès enthusiast was accused of trying to resell fake Birkin handbags (which start at $9k and sometimes go for six figures). The accuser was [The Fake Birkin Slayer](https://www.harpersbazaararabia.com/fashion/fashion-now/who-is-the-fake-birkin-slayer), a burgeoning whistleblowing Instagram account.

[View full post](https://hs-sbup.thehustle.co/news/gen-z-is-learning-to-save-money-by-spending-it-on-counterfeits)

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