The rise of dupes—affordable alternatives to popular products—is transforming consumer behaviour. Driven by the cost-of-living crisis, consumers seek value without compromising on desired goods. RetailOasis strategist Emma Easton highlights how social media has fuelled “loud budgeting,” with Gen Z proudly sharing their favourite dupes on TikTok and Instagram, making this trend a lasting cultural shift.

Australian fashion brands are navigating cost-of-living challenges by focusing on quality and innovation. Sustainable label Primness emphasises fairness in pricing, while Acler and Perri Cutten invest in unique retail experiences. Discount retailers like Kmart and Target attract budget-conscious shoppers, with RetailOasis noting, “Those that play in the middle from a price-point perspective will continue to get squeezed.”