A while back, if you asked someone whether they'd buy a counterfeit item, or a cheap knock-off,  it'd be rare to get an admission.

But nowadays, many people are proud to show off their big brand 'dupes' - that's short for duplicates.

From fashion to tech, #dupes is an online trend... while shoppers at big chain stores are also embracing dupes of bags and Stanley cups.

So, what's behind the rise of dupe culture? And who is it hurting?