The definition of luxury is changing. For many consumers, especially younger generations navigating rising living costs, value is no longer measured by a high price tag. Instead, it is found in products that deliver quality, practicality, and accessibility without compromising on experience. This shift has transformed industries from fashion to beauty, creating space for new ideas and challenging long-held assumptions about what makes something worth buying. The trend continues to gain momentum. Deloitte reported that value-seeking consumer behaviour increased by 10% between September 2024 and April 2025, reflecting how affordability has become a growing priority in purchasing decisions.
For Australian entrepreneur Chloe Hardy, the founder and CEO of Dupes & Co, the shift reflected a broader question facing many founders: how could businesses adapt to changing consumer expectations as affordability became increasingly important? That question eventually led her to establish an Australian-made beauty brand focused on affordability and product quality.
The idea emerged during a period when many households in Australia were feeling the pressure of rising living expenses. As discretionary spending became more carefully considered, consumers increasingly looked for products that balanced quality with affordability rather than prestige alone.
Why the ‘Dupe’ Movement Is Growing
This reflects a broader movement taking place across consumer markets. The popularity of “dupe” products inspired by higher-priced alternatives has expanded rapidly over recent years. While the concept itself is far from new, public attitudes have changed significantly. Affordable alternatives have become widely accepted across fashion, cosmetics, homewares, and even grocery products, driven by consumers who are becoming increasingly selective about where they spend their money. According to Vogue Business, around one-third of U.S. adults have intentionally purchased a dupe, while nearly half of Gen Z consumers have done the same, highlighting just how mainstream the trend has become.
Much of this shift is being led by younger buyers, particularly Generation Z. Rather than equating higher prices with higher quality, many now prioritise functionality, ingredients, craftsmanship, and overall value. Social media has also contributed to this trend by making product comparisons more transparent, allowing consumers to research options before making purchasing decisions. As a result, affordability is increasingly viewed as a smart financial choice rather than a compromise.
The Real Challenges Behind Building a Business
Entrepreneurship itself presents another set of challenges, many of which extend beyond the products being sold. From navigating regulations and branding decisions to adapting to new international markets, founders are often required to solve problems that have no straightforward answers. Success frequently depends less on avoiding obstacles than on developing the resilience to overcome them.
That perspective was shaped early in Chloe Hardy’s life through lessons learned from her parents. Watching them build a successful business after humble beginnings taught her that setbacks rarely represent the end of the journey. Instead, every challenge can be approached as a problem waiting to be solved. That mindset has become a practical philosophy in business, encouraging patience, adaptability, and the willingness to look for solutions instead of dwelling on difficulties.
Leading with People First
Leadership styles have also evolved alongside changing workforce expectations. Many modern businesses now place greater emphasis on collaboration, flexibility, and employee engagement than traditional top-down management. Chloe says those principles have shaped her own approach to building teams, reflecting a broader recognition that workplace culture plays an important role in attracting talent, encouraging innovation, and supporting long-term business growth.
Hospitality is often recognised as a valuable training ground for entrepreneurs because it develops communication, adaptability, and problem-solving under pressure. Those experiences later influenced her approach to understanding customer expectations, shaping the customer experience and brand philosophy behind Dupes & Co. while reinforcing the importance of listening carefully and building long-term trust with consumers.
Success Is More Than the Final Result
Resilience has also extended beyond business. In 2025, Chloe Hardy placed in the Top 10 of the Miss Universe Australia competition, an experience that demanded preparation, public speaking, collaboration with mentors, and performing under pressure. Although the outcome was not exactly what she had envisioned, it reinforced a lesson that applies equally to entrepreneurship: success is often measured not only by the final result but by the discipline, commitment, and personal growth gained throughout the process.
For aspiring entrepreneurs, perhaps the most valuable advice is surprisingly simple: start before everything feels perfect. Waiting until every question has been answered or every risk has disappeared often means never beginning at all. Progress comes through action, learning, and adapting along the way. Equally important is surrounding yourself with people who genuinely support your vision while also providing honest feedback when it’s needed.
As consumer expectations continue to evolve, businesses across every industry will face increasing pressure to balance quality, affordability, and authenticity. Those that succeed are unlikely to be defined solely by what they sell, but by how well they understand the people they serve. Ultimately, entrepreneurship is less about chasing perfection than about recognising opportunities, solving real problems, and remaining resilient enough to keep moving forward when challenges inevitably arise.
