Among the most viral content on social networks are comparisons between brand-name products and low-cost copies. And every category is covered: make-up, perfume… Some influencers even specialize in finding discount alternatives. Internet users, particularly Millenials and Zs, are fond of this kind of video… except the French. According to YPulse (an agency specializing in analyzing the behavior of 13-39 year-olds), the latter are not convinced by replicas and prefer to turn to branded care products.
According to the agency, two-thirds of Europeans have already bought dupes. “In France, luxury brands are highly respected for their expertise and craftsmanship, even among budget-conscious young people. These consumers have a high regard for the quality of their products in general, which means they are less attracted to replicas.”
Quality before price
Less than half of young consumers in France say they would sacrifice quality for lower prices. And although substitute products are not always lower-priced, the French place a high value on the feeling of luxury.
“This proportion is much lower than in other European countries, especially compared to young Britons, two-thirds of whom would willingly sacrifice quality for lower prices,” YPulse continues.
Luxury products: the ideal gift
France is the birthplace of many prestigious brands. According to YPulse, local Ys and Zs know that luxury players market quality goods. That’s why they wait for a special occasion to ask their loved ones to receive a premium product as a gift.
“Less than half of French consumers agree with the statement ‘dupes allow me to get that luxury feeling without spending a lot’, while three quarters of young Brits share this view.”
Supporting fine brands
What if buying …
