品牌商品的仿制品，尤其是那些价格较高的商品，已经存在了数十年（可能是几百年），但直到最近，它们仍然带有一种羞耻感，这在它们的一个名称中得到了体现：仿冒品。传统上，消费者购买这些商品是为了享受穿着接近奢侈品的好处，而不必为了支付而卖掉一个肾脏。
仿冒品之前的负面含义（这种含义并没有完全消失）的另一个原因是，“仿冒品” 这一概念与假冒商品的界限模糊，假冒商品旨在欺骗毫无防备的消费者，让她相信自己购买了真正的商品——而且这些商品也是非法的。
但现在，得益于包括 注重成本的消费者、社交媒体上对仿冒文化的影响者支持、电子商务的增长 以及 许多奢侈品价格飙升 等趋势的交汇，购买仿冒品的 “羞耻感” 已经转变为 “自豪感”。许多购物者，尤其是年轻消费者，将购买仿冒品视为 “节俭时尚” 的标志，并乐于找到具有真实商品外观和感觉的便宜货。
事实上，根据 Emarketer 的数据，Z 世代是购买仿冒风格产品的最频繁消费者：71% 的消费者在最近的一项调查中表示，他们有时或总是购买品牌产品的便宜版本，67% 的千禧一代也是如此。
“不仅仿冒文化现在是可以接受的，而且我们看到影响者也在积极参与其中，” 咨询公司 Retail Strategy Group 的创始人兼首席顾问 Liza Amlani 在接受《Retail TouchPoints》采访时表示。她描述了关于 Costco 购物的 Instagram 账户，包括那些关注标志性 Lululemon 产品（如拉链连帽衫）的仿冒品，发现它们的质量相当（如果不是完全相同的话）。
<h3>品牌努力与仿冒品区分开来</h3>
但如果许多消费者乐于以更低的价格获得 “设计师” 商品，那么那些最常被仿冒的品牌则有理由感到担忧。他们面临的不仅是失去一次销售的风险，还有失去潜在终身客户的风险，因为许多奢侈品牌试图通过提供可负担的商品来吸引新顾客，信任他们会随着时间的推移增加对品牌的消费。
如上所述，Lululemon 是仿冒者的常见目标，尤其是其 Align 瑜伽裤，零售价高达 $98，而仿冒品的价格在 $20 左右。该品牌甚至在 2023 年 5 月在洛杉矶的世纪城购物中心举办了一次仿冒品交换活动，提供以仿冒瑜伽裤作为交易，换取一条 “真实” 产品的机会。
Lululemon 报告称，参加为期 两天 的仿冒品交换活动的 50% 的人是新客户，且 一半 的人年龄在 30 岁以下，因此此次交换活动实际上是一次延长的产品试用活动，长期目标是展示品牌产品的优越质量。
然而，如果品牌无法令人信服地证明其高价反映在产品质量上，他们就有可能获得 “价格过高” 的声誉——而许多奢侈品牌已经在富裕消费者中遭受这种标签。
“过去几年时尚界最大的失误之一就是价格逐渐攀升到天文数字，这实际上使人们完全退出了时尚行业；他们的钱现在投入到其他事物中，”Rent the Runway 的联合创始人兼首席执行官 Jennifer Hyman 在 NRF Big Show 2025 的一个会议上表示。“在过去几年中，你会看到奢侈品牌将 香奈儿 包的价格几乎翻倍，将 LVMH 或 开云 的库存价格提高 80% 到 100%。这太疯狂了，即使对于富人来说也是如此。
“消费者现在没有 20 或 30 年前那么挑剔，” Hyman 补充道。“[那时] 如果你富有，你只穿奢侈品，只在特定商店购物——你去 Bergdorf。现在，如果你富有，你是聪明的；你会说 ‘是的，我会在 Bergdorf 买一些东西，我会在 Quince 买一些羊绒。’ 我认为高端时尚已经 把自己定价过高了。”
“真实” 商品的高价格伴随着仿冒品的高质量。“今天的仿冒品真不错，” Hyman 说。“十五 年前，快时尚的仿冒品质量很差，但今天，快时尚的仿冒品质量已经提高。奢侈品的质量下降了，而 Zara 的质量却提高了；这是一个非常有趣的转变。”
整体奢侈品市场一直在挣扎：根据贝恩公司的研究，2023 年奢侈品市场超过了 €1.5 万亿（$1.56 万亿），但在 2024 年同比下降了 1% 到 3%。
<h3>仿冒文化的危险</h3>
当然，并非所有的仿冒品在质量上都能与真正的商品相媲美，而且确保它们的生产是合乎道德、负责任和可持续的要困难得多。在这方面，仿冒品与假冒商品有着相同的缺点。“从概念上讲，无论是仿冒品还是假冒商品，产品在产品开发中的质量或标准都不会与品牌产品相同，” Amlani 说。
阿姆拉尼赞扬了露露乐蒙在应对仿品困境方面的做法，认为这在趣味与消费者教育之间找到了平衡。她指出：“我认为更多品牌应该采取这样的做法，因为这源于接受 ‘仿品文化’ 的存在。它还涉及到对客户的教育，并与品牌所关注的可持续发展战略相一致。这个想法是，一旦你开始教育客户，他们就会决定自己想如何购物。如果我们在创造产品或投资于可持续性和伦理采购标准的同时能够教育他们，他们就能与市场上的仿品区分开来。教育也可以帮助解释为什么东西的价格是这样的。”
然而，阿姆拉尼强调，寻找便宜货的消费者并不应为仿品的负面影响负责。她说：“在许多情况下，人们是在盲目购物。例如，如果消费者在 Shein 或 Temu 上购买商品，他们并不知道产品的来源。”
阿姆拉尼表示，仿品文化的增长很大程度上与 “消费者行为和消费习惯的变化——以及消费者可获得的商品” 有关。“我们在去商店之前就已经在比较和价格购物。”
此外，在实体店中展示产品质量更为简单，信誉良好的零售商会尽一切努力从真实品牌采购产品。在某些情况下，例如在 Zara，零售商拥有 “垂直供应链，并受到严格的法律法规的约束，” 阿姆拉尼说，这解释了其价格实惠与产品质量的结合。
根据海曼的说法，这种对高质量和价值的持续追求将继续推动仿品文化：“消费者想要好的东西，她希望品牌知道自己是谁，她想要真实性，但她并不总是会因为能够而选择最贵的东西。”

露露乐蒙

仿品文化的兴起，尤其是在年轻消费者中，已经将购买仿冒品的看法从羞耻转变为时尚。网红和社交媒体在这一转变中发挥了重要作用，71% 的 Z 世代和 67% 的千禧一代购买便宜的奢侈品替代品。像露露乐蒙这样的品牌正在通过强调产品质量来应对，并举办像仿品交换会这样的活动以吸引新客户。然而，奢侈品市场面临挑战，随着价格飙升，消费者开始寻求高质量仿品的价值，而这些仿品在近年来有了显著改善

Copies of branded items, particularly those with higher price tags, have been around for scores (possibly hundreds) of years, but until fairly recently they carried a whiff of shame that was reflected in one of their names: knockoffs. Traditionally, consumers bought them to get the benefit of wearing a near-enough copy of a luxury item they desired without having to sell a kidney to pay for it.
<div class="lb-trans">品牌商品的仿制品，尤其是那些价格较高的商品，已经存在了数十年（可能是几百年），但直到最近，它们仍然带有一种羞耻感，这在它们的一个名称中得到了体现：仿冒品。传统上，消费者购买这些商品是为了享受穿着接近奢侈品的好处，而不必为了支付而卖掉一个肾脏。
</div>Another reason for dupes’ previous negative connotation (one they haven’t entirely shed) is that the concept of a “dupe” comes uncomfortably close to counterfeits, which are designed to fool an unsuspecting consumer into believing she’s bought the real thing — and also are illegal.
<div class="lb-trans">仿冒品之前的负面含义（这种含义并没有完全消失）的另一个原因是，“仿冒品” 这一概念与假冒商品的界限模糊，假冒商品旨在欺骗毫无防备的消费者，让她相信自己购买了真正的商品——而且这些商品也是非法的。
</div>But now, thanks to a confluence of trends including cost-conscious consumers, influencer support for dupe culture on social media, the growth of ecommerce and the soaring price of many luxury goods, the “shame” of buying a dupe has been turned into “pride.” Many shoppers, particularly younger consumers, see buying dupes as markers of “frugal cool,” and revel in their ability to find a bargain that has the look and feel of the real thing.
<div class="lb-trans">但现在，得益于包括 注重成本的消费者、社交媒体上对仿冒文化的影响者支持、电子商务的增长 以及 许多奢侈品价格飙升 等趋势的交汇，购买仿冒品的 “羞耻感” 已经转变为 “自豪感”。许多购物者，尤其是年轻消费者，将购买仿冒品视为 “节俭时尚” 的标志，并乐于找到具有真实商品外观和感觉的便宜货。
</div>In fact, Generation Z is the most frequent purchaser of dupe-style products, according to Emarketer: 71% of these consumers sometimes or always buy cheaper versions of name-brand products, according to a recent survey, as do 67% of millennials.
<div class="lb-trans">事实上，根据 Emarketer 的数据，Z 世代是购买仿冒风格产品的最频繁消费者：71% 的消费者在最近的一项调查中表示，他们有时或总是购买品牌产品的便宜版本，67% 的千禧一代也是如此。
</div>“Not only is dupe culture now acceptable, but we’re seeing influencers lean into it,” said Liza Amlani, Principal and Founder of consulting firm Retail Strategy Group in an interview with Retail TouchPoints. She described Instagram accounts of Costco hauls, including those looking at dupes of iconic Lululemon products such as a zip hoodie and finding they are of comparable (if not exact) quality.
<div class="lb-trans">“不仅仿冒文化现在是可以接受的，而且我们看到影响者也在积极参与其中，” 咨询公司 Retail Strategy Group 的创始人兼首席顾问 Liza Amlani 在接受《Retail TouchPoints》采访时表示。她描述了关于 Costco 购物的 Instagram 账户，包括那些关注标志性 Lululemon 产品（如拉链连帽衫）的仿冒品，发现它们的质量相当（如果不是完全相同的话）。
</div><h3>Brands Try to Differentiate Themselves from Dupe Versions</h3>
<div class="lb-trans"><h3>品牌努力与仿冒品区分开来</h3>
</div>But if many consumers are happy with getting “designer” items for less, the brands that are most often duped have reason for concern. They run the risk of losing not just one sale but a potential lifetime customer, since many luxury brands try to lure new shoppers with affordable items, trusting that they will increase their spend with the brand as their pockets grow deeper with time.
<div class="lb-trans">但如果许多消费者乐于以更低的价格获得 “设计师” 商品，那么那些最常被仿冒的品牌则有理由感到担忧。他们面临的不仅是失去一次销售的风险，还有失去潜在终身客户的风险，因为许多奢侈品牌试图通过提供可负担的商品来吸引新顾客，信任他们会随着时间的推移增加对品牌的消费。
</div>Lululemon, as indicated above, is a frequent target of dupers, particularly its Align leggings, which retail for as high as $98, compared to dupes priced in the $20 range. The brand even went so far as to hold a Dupe Swap at its Century City Mall store in Los Angeles in May 2023, offering to take dupe leggings as trade-ins in exchange for a pair of the “real” product.
<div class="lb-trans">如上所述，Lululemon 是仿冒者的常见目标，尤其是其 Align 瑜伽裤，零售价高达 $98，而仿冒品的价格在 $20 左右。该品牌甚至在 2023 年 5 月在洛杉矶的世纪城购物中心举办了一次仿冒品交换活动，提供以仿冒瑜伽裤作为交易，换取一条 “真实” 产品的机会。
</div>Lululemon reported that 50% of people attending the two-day Dupe Swap were new customers, and also that half were under 30 years old, so the Swap served as an extended product sampling event, with the long-term goal of demonstrating the superior quality of the branded products.
<div class="lb-trans">Lululemon 报告称，参加为期 两天 的仿冒品交换活动的 50% 的人是新客户，且 一半 的人年龄在 30 岁以下，因此此次交换活动实际上是一次延长的产品试用活动，长期目标是展示品牌产品的优越质量。
</div>However, if brands can’t make a convincing case that their high price points are reflected in the products’ quality, they risk gaining a reputation as overpriced — and many luxury brands already suffer from this label, even among well-off shoppers.
<div class="lb-trans">然而，如果品牌无法令人信服地证明其高价反映在产品质量上，他们就有可能获得 “价格过高” 的声誉——而许多奢侈品牌已经在富裕消费者中遭受这种标签。
</div>“One of the biggest foot faults of fashion over the last few years has been the creeping up of price points to an astronomical level, which is actually taking people out of the fashion industry entirely; their money is now going into other things,” said Jennifer Hyman, Co-founder and CEO of Rent the Runway, speaking at a session during the NRF Big Show 2025. “Over the last few years, you’ve seen luxury players take the price of a Chanel bag and almost double it, take the price of the LVMH or Kering inventory and take it up 80%, 100%. It’s insane, even for a wealthy person.
<div class="lb-trans">“过去几年时尚界最大的失误之一就是价格逐渐攀升到天文数字，这实际上使人们完全退出了时尚行业；他们的钱现在投入到其他事物中，”Rent the Runway 的联合创始人兼首席执行官 Jennifer Hyman 在 NRF Big Show 2025 的一个会议上表示。“在过去几年中，你会看到奢侈品牌将 香奈儿 包的价格几乎翻倍，将 LVMH 或 开云 的库存价格提高 80% 到 100%。这太疯狂了，即使对于富人来说也是如此。
</div>“The consumer is not as snobby as she was 20 or 30 years ago,” Hyman added. “[Back then] if you were rich, you only wore luxury goods, you only shopped in specific stores — you went to Bergdorf. Now, if you’re rich, you’re smart; you’re like ‘Yeah, I’m going to buy some of my stuff at Bergdorf, and I’m going to buy some of my cashmere at Quince.’ I think that high fashion has priced itself out.”
<div class="lb-trans">“消费者现在没有 20 或 30 年前那么挑剔，” Hyman 补充道。“[那时] 如果你富有，你只穿奢侈品，只在特定商店购物——你去 Bergdorf。现在，如果你富有，你是聪明的；你会说 ‘是的，我会在 Bergdorf 买一些东西，我会在 Quince 买一些羊绒。’ 我认为高端时尚已经 把自己定价过高了。”
</div>Higher prices for “real” items have been accompanied by higher quality for dupes. “Today the dupes are awesome,” said Hyman. “ Fifteen years ago, fast fashion dupes were crap, but today, fast fashion dupes have gone up in quality. Luxury has come down on quality, yet Zara has gone up in quality; it’s a really interesting shift.”
<div class="lb-trans">“真实” 商品的高价格伴随着仿冒品的高质量。“今天的仿冒品真不错，” Hyman 说。“十五 年前，快时尚的仿冒品质量很差，但今天，快时尚的仿冒品质量已经提高。奢侈品的质量下降了，而 Zara 的质量却提高了；这是一个非常有趣的转变。”
</div>The luxury market overall has been struggling: After exceeding a record €1.5 trillion ( $1.56 trillion) in 2023, the luxury market declined between 1% to 3% year over year in 2024, according to Bain &amp; Company research.
<div class="lb-trans">整体奢侈品市场一直在挣扎：根据贝恩公司的研究，2023 年奢侈品市场超过了 €1.5 万亿（$1.56 万亿），但在 2024 年同比下降了 1% 到 3%。
</div><h3>The Dangers of Dupe Culture</h3>
<div class="lb-trans"><h3>仿冒文化的危险</h3>
</div>Of course, not all dupes are comparable in quality to the genuine articles, and it’s much more difficult to ensure that they are produced ethically, responsibly and sustainably. In this sense, dupes have the same drawbacks as counterfeits. “Conceptually, whether it’s a dupe or a counterfeit, the product won’t have the same quality or standards across product development” as a branded product, said Amlani.
<div class="lb-trans">当然，并非所有的仿冒品在质量上都能与真正的商品相媲美，而且确保它们的生产是合乎道德、负责任和可持续的要困难得多。在这方面，仿冒品与假冒商品有着相同的缺点。“从概念上讲，无论是仿冒品还是假冒商品，产品在产品开发中的质量或标准都不会与品牌产品相同，” Amlani 说。
</div>Amlani praised Lululemon’s approach to the dupe dilemma as striking a balance between fun and consumer education. “I think more brands should do these types of things, because they stem from accepting that [dupe culture] is happening,” she noted. “It’s also about educating the customer, and it aligns with the sustainability strategies that brands are looking at. The idea is that once you start educating the customer, they will decide how they want to shop. And if we can educate them while we are creating products or investing in sustainability and ethical sourcing standards, they can differentiate themselves against the fakes that are out there. [Education also can help explain] why things cost what they cost.”
<div class="lb-trans">阿姆拉尼赞扬了露露乐蒙在应对仿品困境方面的做法，认为这在趣味与消费者教育之间找到了平衡。她指出：“我认为更多品牌应该采取这样的做法，因为这源于接受 ‘仿品文化’ 的存在。它还涉及到对客户的教育，并与品牌所关注的可持续发展战略相一致。这个想法是，一旦你开始教育客户，他们就会决定自己想如何购物。如果我们在创造产品或投资于可持续性和伦理采购标准的同时能够教育他们，他们就能与市场上的仿品区分开来。教育也可以帮助解释为什么东西的价格是这样的。”
</div>However, Amlani stressed that bargain-hunting shoppers are not to blame for the downsides of dupes. “In many cases people are shopping blind,” she said. “For example, if a consumer is buying an item on Shein or Temu, “they don’t know where the product is coming from.”
<div class="lb-trans">然而，阿姆拉尼强调，寻找便宜货的消费者并不应为仿品的负面影响负责。她说：“在许多情况下，人们是在盲目购物。例如，如果消费者在 Shein 或 Temu 上购买商品，他们并不知道产品的来源。”
</div>Much of the growth of dupe culture can be tied to “consumer behavior and shifts in spending habits — and what’s available to that consumer,” said Amlani. “ We’re comparing and price shopping before we even go to a store.”
<div class="lb-trans">阿姆拉尼表示，仿品文化的增长很大程度上与 “消费者行为和消费习惯的变化——以及消费者可获得的商品” 有关。“我们在去商店之前就已经在比较和价格购物。”
</div>Additionally, it’s simply easier to demonstrate a product’s quality in a brick-and-mortar environment, and reputable retailers will have done everything they can to source product from real brands. In some cases, such as at Zara, the retailer has a “vertical supply chain and [is subject to] stringent laws and regulations,” said Amlani, which explains its combination of affordable prices and product quality.
<div class="lb-trans">此外，在实体店中展示产品质量更为简单，信誉良好的零售商会尽一切努力从真实品牌采购产品。在某些情况下，例如在 Zara，零售商拥有 “垂直供应链，并受到严格的法律法规的约束，” 阿姆拉尼说，这解释了其价格实惠与产品质量的结合。
</div>That ongoing search, for quality and value at an affordable price point, will continue to fuel dupe culture, according to Hyman: “The consumer wants great stuff, and she wants brands that know who they are, she wants authenticity, but she’s not always going to get the most expensive thing just because she can.”
<div class="lb-trans">根据海曼的说法，这种对高质量和价值的持续追求将继续推动仿品文化：“消费者想要好的东西，她希望品牌知道自己是谁，她想要真实性，但她并不总是会因为能够而选择最贵的东西。”
</div>

仿制文化走向主流，即使品牌试图区分 ‘正品’