In The Fence: From knock-offs to cultural kudos

Space Doctors featured in The Fence’s deep dive into the rise of “dupe culture” and the growing cultural credibility of supermarket own-label brands. Our very own Alex Bee, Project Director, shared insights on why imitation is no longer the insult it once was—and what this shift means for brands navigating today’s value-driven consumer landscape.

Why Dupes Are Having a Moment

Once seen as a compromise, buying the “dupe” is now a flex. Consumers aren’t just tolerating imitation products—they’re proudly choosing them.

This shift reflects a broader cultural revaluation of value itself. In a post-recession, post-pandemic, cost-of-living-crisis world, savviness is status. And brands like Aldi and Lidl have tapped into this with precision—offering products that mimic the look, taste, and feel of market leaders, while leaning into humour, relatability, and cultural in-jokes.

What This Means for Brands

At Space Doctors, we help brands decode these kinds of cultural shifts — because understanding the why behind consumer behaviour is what allows brands to show up in ways that truly connect.

The rise of dupe culture isn’t just about price. It’s about perception, identity, and meaning. And it’s a reminder that brand value isn’t just built in the boardroom — it’s built in culture.

Key Takeaways for Brands

1. Imitation is a signal of success — but also a challenge. If you’re being copied, it means you’ve made it. But it also means your brand codes are now public property. The question becomes: how do you stay ahead?
2. Cultural relevance beats category dominance. Consumers are increasingly choosing brands that reflect their values, humour, and worldview — not just their shopping list.
3. Value is emotional, not just economic. People don’t just want cheaper — they want clever. Brands that help consumers feel smart, savvy, or in-the-know are winning hearts and wallets.
4. Meaning is the differentiator. As Alex notes, the brands that remain irreplaceable are those that connect emotionally — through nostalgia, comfort, or identity. That’s what makes them inimitable.

Want to Stay Ahead of the Curve?

At Space Doctors, we specialise in helping brands find their place in culture — so they can build deeper, more meaningful relationships with people that can’t be duplicated.

Read the full article here: https://www.the-fence.com/ersatz-g-b/