“In the event you love Lululemon then hold watching.”

So begins a TikTok video posted by @watchingjess about discovering the perfect “dupe” or duplicate model of Lululemon on Amazon. 

“This stuff I acquired proper right here from Amazon are actually precisely the identical as my Lululemon Ebb To Streets (tank tops),” the TikTok influencer mentioned whereas holding faux Lululemon attire.

With scores of comparable trending “#dupe” posts selling Lululemon-esque objects at a fraction of the price, Lululemon is swaying shoppers to purchase the true factor, which might vary round $50 to $150. The athleisure firm promoted a first-of-its-kind of dupe swap in Los Angeles this previous weekend to change faux Align Pants for the true ones, CNN reported. The model recycled the off-brand leggings afterward.

The article explains:

Lulu has been “hyper conscious” of dupe tradition, its Chief Model Officer Nikki Neuburger mentioned in an interview with CNN Enterprise. (The #lululemondupe tag has 180 million views alone, the corporate mentioned.)

“We noticed it as a actually enjoyable strategy to play into one thing that could be a actual a part of our tradition, however

in a approach that basically places the main focus again on the unique,” she mentioned. The LA location was chosen strategically – it’s a middle for creators and content material era. 

Extra occasions like this are deliberate globally.

Why it issues: “Belief us, nobody is lacking their dupes,” Lululemon posted on TikTok through the hype occasion swap. 

Emily Wheaton replied beneath Lululemon’s TikTok publish, “Truthfully a slay,” and LoniB mentioned, “Mad respect for this enterprise.” Natasha Hernandez commented, too: “This was a lot enjoyable!!!! So fortunate LA was the primary to ever have this!!!!! This was so enjoyable!  

The model’s message reminds those that in a dupe-filled world, Lululemon is exhibiting clients why they need to “really feel the distinction” with its merchandise whereas exhibiting how the true factor is the one strategy to go.

Lululemon took a viral development that might hurt their backside line and used it as a possibility to close down a few of its competitors. The model additionally put within the minds of shoppers that its knock-off objects actually belong within the recycling bin.

Lululemon took certainly one of its extra well-liked merchandise wrote its personal narrative by reminding others regardless of its worth level, the true merchandise makes all of the distinction.

In a LinkedIn publish, Neuburger mentioned, “Confidence, creativity and the urge for food to have some enjoyable with this cultural phenomenon is what it’s all about.”

Manufacturers can’t chase each duplicate or copycat who needs a fraction of a model’s shine. What a model may do is trip the wave and tackle what’s clearly occurring, like what Lululemon did, and put a brand new spin on it whereas encouraging individuals to stay with the unique. Copycats will at all times be there – how manufacturers tackle the difficulty is what may sway individuals’s minds and pocketbooks.

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·      Manufacturers can’t hold quiet on points anymore.

Sherri Kolade is a author at Ragan Communications. When she isn’t along with her household, she enjoys watching Alfred Hitchcock-style movies, studying and constructing an authentically curated life that features greater than sometimes discovering one thing deliciously fried. Observe her on LinkedIn. Have an amazing PR story thought? E-mail her at sherrik@ragan.com. 

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