The Digital Transformation of Fashion Dupes
What was once a quiet retail practice has exploded into a cultural phenomenon. Fashion influencers now build entire followings by directing audiences to affordable alternatives, with TikTok hashtags like “LululemonDupes” generating millions of views and driving significant sales for retailers offering similar-looking products at fraction of the cost.
The transformation represents more than just savvy shopping – it reflects a fundamental shift in consumer values. Today’s buyers increasingly prioritize aesthetic appeal and functionality over brand prestige, particularly as economic pressures mount and social media democratizes fashion trends.
“The basic reality is we always put our E.l.f. twist on it,” E.l.f. CEO Tarang Amin previously told the Associated Press after his company successfully defended against a similar lawsuit from Benefit Cosmetics. “It’s an E.l.f. product that’s a much better value.”
Lululemon’s Specific Allegations
In its complaint filed Friday, Lululemon argues that Costco has “unlawfully traded” on the company’s reputation by creating what it calls duplicates of several signature products. The lawsuit targets alleged copies of Lululemon’s popular Scuba hoodies, Define jackets, and ABC pants, with one highlighted example being Costco’s Hi-Tec Men’s Scuba Full Zip priced at $19.97 – a stark contrast to Lululemon’s premium pricing that often exceeds $100 per item.
The company frames the lawsuit as part of a broader intellectual property enforcement campaign “directed to retailers who have chosen to copy rather than compete.” This language suggests Lululemon may be preparing additional legal actions against other retailers in the rapidly expanding dupe market.
