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BoF Insights | In the Age of BeReal, Gen-Z Says It’s Acceptable to Buy Fake Fashion

Gen-Z consumers are getting comfortable with buying luxury dupes, according to BoF’s research and analysis think tank.
A majority of Gen-Z consumers think it's acceptable for others to buy fake fashion.
A majority of Gen-Z consumers think it's acceptable for others to buy fake fashion. (Getty Images)
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In the age of BeReal when authenticity reigns supreme, Gen-Z has surprisingly few qualms about buying fake goods — especially when others are doing it. In a proprietary study of US Gen-Z consumers aged 13-25 fielded by Juv Consulting, BoF Insights found that a majority think it’s acceptable for others to buy counterfeits. Meanwhile, over a third are personally willing to wear dupes. Estimates of the size of the overall counterfeit and pirated goods market vary, ranging from $1.7 trillion and $4.5 trillion a year, making it the largest criminal enterprise in the world.

BoF Insights is The Business of Fashion’s data and advisory team, partnering with leading fashion and beauty clients to help them grow their brands and businesses. Get in touch at insights@businessoffashion.com to understand how BoF Insights support your company’s growth for the long term.


Further Reading

BoF Insights | Gen-Z and Fashion in the Age of Realism

Find out what makes Gen-Zers so unique and crucial to the fashion industry in the latest BoF Insights report. Co-created with Gen-Zers as well as a host of fashion and social media experts, we unpack what this generation expects from fashion today, and tomorrow.

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