• Kim Vaccarella, CEO of Bogg, said dupes have cost her business tens of millions.
• Social media has driven the Bogg bag's growth, but also boosted competition and copycats.
• Bogg's unique offerings and customer service aim to outshine cheaper dupes.

Bogg's founder takes each dupe she sees personally.

Kim Vaccarella began making Bogg 15 years ago to be the ultimate beach bag for working moms. She saw an opportunity in the plastic material used for flip-flops — durable and waterproof.

Thus, the Bogg bag was born with its patented design featuring signature holes and a flat bottom, which Bogg says makes it tip-proof.

"My plan was to come up with the idea, patent it, and maybe sell it because I had a career," Vaccarella said. "Once I put my papers in for the patent and started reaching out to a few companies, I was getting a lot of nos."

There were those who said the Bogg bag was a one-time purchase that wouldn't attract repeat customers.

Vaccarella believed in her idea, however, and quit her job in 2018 to run the company full time. It wasn't long after that she realized she had a viral hit on her hands thanks to social media. The power of TikTok and beyond has been a game changer for Bogg. It led the business to $100 million in annual revenue by 2024, Vaccarella said.

However, being the new it-bag came with its hardships. Along with her success came Vaccarella's No. 1 enemy: dupes.

Dupes are products that are similar in appearance or functionality to a higher-end item but sold at a lower price. Bogg bags start at $55 for the smallest size and go up to $100 for the largest. Similar bags in the largest size sell online from retailers like Walmart for less than the small Bogg "bitty bag."

"Social media is kind of that double-edged sword where you're getting a lot of exposure, a lot of new customers, but also, that visibility is introducing new competitors and giving them ideas," Vaccarella told Business Insider.

The viral success and dupes that have come with it have cost Bogg tens of millions of dollars, Vaccarella said.

As dupes become more common, even larger brands like Lululemon have taken action to curb copycats, including suing retailers. To combat the copycats, Vaccarella said she keeps three principles in mind.

Know your audience

Gen Z may be the talk of the town among many retailers, but Vaccarella said that Bogg knows its customer base skews older. Its target shoppers are women ages 18 to 64, but moms over 35 are the brand's "sweet spot," she said.

"She's carrying all the things for a day at the ball field, for the pool, for the beach," Vaccarella said.

Knowing who is willing to pay the premium price for the real thing is a key part of its strategy.

Social media is also a powerful tool driving Bogg's growth. Vaccarella said that it has helped build its customer base to 78% new shoppers, with 22% being returners.

It's still not an ideal mix, Vaccarella said, as companies tend to want to see a higher percentage of return visits. However, she said the numbers are based on Bogg's direct-to-consumer business and don't include its retail partners that carry Bogg products, such as Dick's Sporting Goods, Nordstrom, or Bloomingdale's.

You won't find Bogg bags at your local Hobby Lobby, Five Below, or other discount stores, though.

"Unfortunately, with our pricing, we can't sell in a Walmart," Vaccarella said.

Stand up for your ideas

Vaccarella has taken legal action against retailers whose marketing and products she thinks could confuse consumers. It's not about making a profit, she said, but making up for the "significant" amount of revenue that may have been taken away from Bogg.

"I just want them to stop in most cases," Vaccarella said.

Bogg applied for trade dress, a form of intellectual property protection that protects a product's visual appearance. It's worth the time and money, she said.

It's helped Bogg when it sent out cease-and-desists, followed by further legal action. Suing copycats isn't a "money-making scheme," Vaccarella said.

"Even if it pays the legal fees that I have to pay, just to get somebody to stop, it's worth it," she said.

Offer something the dupes can't

While dupes make certain product types more accessible to those who can't afford to spend $100 on a bag, Vaccarella said some things can't be replicated.

That's how Bogg justifies its premium pricing. You may be able to pick up a similar bag for $20, but Vaccarella said it won't come with the service Bogg offers.

"I'm not going to say every single dupe is a throwaway product, but we see that they break," Vaccarella said. "If your bag breaks, if the button comes off, we're going to send you a new button."

It's not only the repairs that Vaccarella said keep customers loyal, but also the ability to accessorize your bag to make it both functional and stylish. Shoppers may hope to kit out their Bogg dupes with accessories from the real brand, but they don't fit.

It's an opportunity to get them to buy into the Bogg family and leave their dupes behind.

• Las Vegas is a popular destination in Nevada, but other areas in the state have a lot to offer.
• Spots like Lake Tahoe or the Ruby Mountains are beautiful. Virginia City is great for history buffs.
• If you do visit Vegas, go beyond The Strip and see Red Rock Canyon or the Hoover Dam.

When I first moved to Nevada about seven years ago, I knew little about the state aside from the Las Vegas Strip.

Tens of millions of tourists visit Las Vegas each year, spending billions of dollars in the city's casinos, entertainment venues, and attractions.

Yet my move brought me to Reno, a seven-hour drive from the desert of Las Vegas. Although Reno still has its fair share of casinos, the city feels like a world apart.

In Reno, Vegas' palm trees are traded for pine trees, and the Sierra Nevada mountains are unlike anything found within a reasonable distance from the Sphere.

After moving to Reno, I was intrigued by the diversity of the state. I set a goal to travel around Nevada. Since then, I've visited otherworldly deserts, stunning mountain lakes, and historic mining towns.

Nevada has so much more to offer than just casinos, but most tourists flee to the slot machines without considering other options.

Las Vegas has its appeal, but if you're feeling adventurous, consider visiting these destinations instead.

First, Lake Tahoe makes for a perfect summer (or winter) getaway.

Nevada may be famous for its desert landscapes, but to me, Lake Tahoe is the crown jewel of the state.

The almost 200-square-mile lake marks the border between Nevada and California, with about a third of the lake's shoreline in Nevada.

Lake Tahoe offers year-round recreation. In summer, tourists head to the beaches to swim in crystal-clear water. The region also has hundreds of trails perfect for hiking, mountain biking, and backpacking.

In winter, the lake is a true winter wonderland. Skiers and snowboarders flock to resorts and backcountry trails. If that's not your thing, you can snowshoe through Tahoe's forests or simply walk along a snowy beach with a hot chocolate in hand.

Both the California and Nevada sides of Lake Tahoe are spectacular, but I find the East Shore in Nevada to be more laid-back.

It's got places like Secret Cove and Chimney Beach that are only accessible by foot (or perhaps by kayak), making them quieter than other areas of the lake.

A trip to Virginia City should be on your list if you're a history buff.

Long before Nevada was known for casinos, the state was a hot spot for mining. The 19th century's gold and silver rush led to rapid growth throughout the American West, including in Nevada.

Virginia City is one of the country's most well-preserved mining towns. It's located just 35 minutes from downtown Reno.

The town rose to fame following the discovery of silver ore in 1859. Soon enough, 25,000 residents called the area home, and the town boomed with saloons, theaters, mansions, and mines.

Today, a visit to Nevada City transports you to the Wild West. You can head underground to walk through old mine shafts, tour the (supposedly) haunted Mackay Mansion, or grab a drink in the notorious Bucket of Blood Saloon.

The town has its fair share of cheesy tourist attractions, but it's all part of the fun.

The Ruby Mountains offer scenery akin to the Swiss Alps.

I'm not sure what I expected to see when I took my first road trip to northeastern Nevada, but it certainly wasn't scenery akin to Switzerland.

Nevada's Ruby Mountains are often nicknamed "The Swiss Alps of Nevada." The massive mountain range features peaks towering over 11,000 feet, and the region offers a surprising amount of greenery.

Springtime brings blooming wildflowers and serene waterfalls, and after the snow melts, the region becomes a hiking paradise.

Backpackers can challenge themselves to the Ruby Crest Trail, which traverses more than 40 miles through isolated ridgelines and strikingly blue alpine lakes.

Aside from hiking, the region offers tranquil fishing opportunities in the Ruby Marsh wetlands. Throughout the winter, the mountains are popular among heli-skiers.

If that all sounds too active, it's easy to explore the Ruby Mountains without breaking a sweat. The 12-mile-long Lamoille Canyon Scenic Byway travels through the largest valley in the range, offering unbeatable scenery around every curve.

However, if you do insist on going to Las Vegas, try seeing more than just the inside of a casino.

If you're set on visiting Las Vegas, don't limit yourself to just the Las Vegas Strip.

Red Rock Canyon is just about a 30-minute drive away from the flashy lights of Las Vegas Boulevard. Here you'll find hiking trails, cycling routes, and a 13-mile scenic drive through the canyon.

Places like Mount Charleston and the Hoover Dam are also easy ways to escape the casinos and explore Nevada's natural and engineering marvels.

After living in Nevada for almost a decade, I've come to appreciate each and every corner of the state. Las Vegas seems to get all the attention — and for good reason. There are few places in the country with such a non-stop, bustling energy.

If you're willing to dig just a little deeper, though, I think the real treasures of Nevada lie far from the slot machines and table games.