Numerous accounts dedicated to saving tips and advice have proliferated, sparking a sort of competition to find the best products or those most similar to renowned brands at the best price. Recently, a jewelry brand issued a statement informing customers that it is impossible to authenticate its own products once they leave the store, because these "dupes" are so good that they are indistinguishable from the originals. While these products are very similar to those of a well-known brand, they do not carry its logo or name; the goal is to offer an affordable alternative without making the buyer believe they are purchasing an original product. There are three main reasons for the success of "dupes," and all point to a reconfiguration of consumption habits. The first is the acceleration of trends driven by social media. Around 2020, during the pandemic, social media, especially TikTok, propelled the evolution of the "dupe" product trend, leading to a change in consumption habits, particularly among Generation Z. "Dupes" inhabit a gray area: they are legal products that do not copy or directly steal from brands, but rather draw inspiration from their aesthetics and style. Self-proclaimed savings experts share their findings with users, and thus the audience joins the fashion trend, gaining status without having to spend what a branded item would cost. The third is the decrease in brand loyalty. This puts at risk brands that sustain their value proposition largely on exclusivity. Fundamentally, this change in purchasing decisions reveals a profound transformation in the relationship between consumer, brand, and symbolic value. Today, these platforms serve as the gateway to influencer recommendations for millions of consumers. Newer generations show greater interest in aesthetics and the "vibe" than in having products from a specific brand. In the country, piracy has become normalized over time, both in tianguis (street markets) and markets, and more recently, through digital platforms. Pirate products continue to be synonymous with 'cheap' or low quality, in a context where each consumer operates under their own value system regarding what they are willing to buy pirated and what they are not. Additionally, discovering new brands and acquiring unique or limited-edition products is perceived as something 'iconic.' What is evident is that brands have taken note, as they are being affected. The question is no longer who can afford the original, but who manages to build the most convincing illusion. In an era where appearance can be replicated and access matters more than authenticity, luxury ceases to be an object and becomes a disputed narrative. It is estimated that this practice generates losses of between 40,000 and 60,000 million pesos annually and affects all commercial sectors. Trends change so rapidly that it is logical to opt, for example, for a blush that costs $100 instead of one for $400, especially if the packaging looks practically identical. The second is the economic situation. Mexico is one of the leading countries in Latin America in piracy production, alongside Brazil and Paraguay.
