Photo: Lululemon
Will Consumers Knock Off Buying Lululemon Dupes After Wearing The Real Thing?
Buying knockoff goods may carry a stigma for some consumers, but not Gen Zers. They are not only unbothered buying duplicates (AKA dupes) of brand-name goods, they have begun celebrating knockoffs on social media. Lululemon recently tested a strategy to beat this customer affinity for knockoffs of its apparel—by organizing an event where customers could trade in their dupes for the real deal.
Lululemon recently hosted a “Dupe Swap” at its location in the Century City Mall in Los Angeles, encouraging people who had lookalikes of their popular Align pants to trade them for the genuine article, Fast Company reported.
Events like Lululemon’s Dupe Swap stand to bring customers—possibly even some who are only familiar with the knockoff products—into the store and to ideally let them recognize the superiority of the branded product. Lululemon is pursuing this tact as popular TikTok influencers have promoted Lululemon lookalikes at much lower prices, sometimes getting hundreds of thousands of views.
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Since dupes of products do not infringe on trademarks (like counterfeit goods), even mainstream outlets like Shape have pointed thrifty shoppers to the products as a way to enjoy Lululemon style without a Lululemon price tag. Amazon.com, which has had its own controversies over how it does or does not use information about its marketplace sellers to inform its private-label designs, is a popular online destination for Lululemon lookalikes.
Lululemon could be experiencing a higher rate of knockoffs than other brands due to its popularity. The retailer was a standout success during the novel coronavirus pandemic, partly because of the drastically increased number of people working from home, leading to more customers purchasing athleisure wear.
The brand has continued to perform well, reporting strong holiday quarterly sales and offering upbeat guidance for fiscal 2023, CNBC reported in March.
Not every move Lululemon has bet on has panned out. Its acquisition of home fitness hardware brand Mirror proved to be a costly mistake as interest in home workouts waned with the reopening of gyms. In April, Lululemon was looking to sell off Mirror to competitor Hydrow.
Discussion Questions
DISCUSSION QUESTIONS: Is a “Dupe Swap” a good way for Lululemon to address consumers purchasing knockoffs of its merchandise? Do you see any potential downsides to this approach?
Poll
Loading …BrainTrust
Liza Amlani
Principal and Founder, Retail Strategy Group
David Spear
VP, Professional Services, Retail, NCR
I like the idea. From a branding perspective, Lulumon is reinforcing the quality of its products in the minds of the consumer. Add a little cognitive dissonance when someone decides to “go cheap” and buy a knockoff. Will it move the needle on sales? I’m not sure. Consumers are cautious these days, and they may not decide to pay for the upscaled merchandise. Still, it’s an excellent move for Lulumon to reinforce the idea that when people choose the other brand, they make a quality choice. And, when their finances allow, I’m sure many will trade up.
I applaud those GenZeers who put a value on value. I will never understand paying two to four times as much for branded apparel with a logo. Why should the customer pay to advertise the product?
I believe the “Dupe Swap ” is an excellent idea. It strikes me as fun and will generate a lot of buzz. But will it convince the value buyers it is worth spending more for Lulu?
Only a brand with great quality and truly loyal customers could pull this off. This is as much about getting shoppers to make the emotional leap to Lululemon as it is the product and price leap. Yes, they will get some converts. There will also be shoppers who are pfectky happy with their current brands.
Love the idea, and I’d recommend Lululemon replicate this event at more locations across the country. It’s an engaging way to reinforce the quality and uniqueness of Lululemon products while at the same time showcase new items that have just hit the stores. In all transparency, I have a pair of Lululemon slacks and they are awesome!
The “Dupe Swap” was a genius move by Lululemon. The brand proved that there is more than 1 way to engage with a customer and it’s important to meet them how and where they want to shop. This strategy will no doubt convert customers and increase brand loyalty. Customers buy dupes because of the accessible price points. Customers need to understand WHY Luluemon is priced higher than dupes and getting them in stores to touch and feel product fit and quality will increase loyalty of the real thing. Dupes and knockoffs could never compare with an authentic brand because of quality and material.
Amazon influencers have been ‘duping’ product for years and I admit, I was influenced. I wanted to see what all the hype was about. I quickly realized that the dupe was just that and did not meet the material and product quality that the real thing possessed.
Shape magazine reviewing knock-offs versus Lulu, writes, “Amazon reviewers even claim that these knock-offs are *better* than their pricier counterparts.”
If true, Amazon should figure out how to do a “Dupe Swap” for Lulu products.
As a Lululemon customer, I will tell you wholeheartedly that the dupe is of sub-par quality and the more you wash it, the worse it gets. As an athletic and performance brand, materials and fit are everything.
Knock-offs can give a customer that can’t afford the ‘real thing’ an opportunity to buy into a trending style or aspirational brand. In many cases, these customers will buy the real thing when they can afford to. These customer never look back. Luxury has many examples of this behavior.
Liza, I can’t question your judgment. My gym attire is an old T-shirt and shorts. My conclusions come from many sites on the web, including https://www.shape.com/fitness/clothes/lululemon-dupes-amazon .
I don’t think it’s a good way to address the purchase of knockoffs because I don’t believe that customers that buy dupes would have ever bought the originals. However, I think it’s a sound marketing strategy that may move the needle for dupe buyers but will also help solidify its brand amongst its loyal, customer base.
On the one hand, it draws attention to the dupes…on the other, Lululemon is smart to address it and offer a chance for the brand to highlight Lululemon’s superior value proposition.
But maybe the downside for Lulu is drawing attention to the dupes. If Lulu doesn’t measure up…?
Lululemon, just like many brands that have copy cats, know they exist.
Just like Gucci was well aware that Dapper Dan existed and then decided it was better for business to collaborate with the Harlem fashion designer vs. fight with what the hip hop culture wanted. Gucci could never replicate what Dapper Dan was doing & Gucci also knew that this customer would also shop at the Gucci store. It was a win win.
Lululemon’s brand equity is at an all-time high, and seemingly nothing could stop its momentum as they dominate activewear, casual, and athletic fashion categories. The Lululemon “Dupe Swap” challenge is a brilliant strategy on many levels. With the rise of TikTok influencers featuring dupe like Lululemon products, the brand has the courage and, of course, the equity to take on this directly with their swap.
It’s impressive to see Lululemon being confident in their products’ quality and brand equity by offering a direct exchange. This customer-first engagement strategy will allow the brand to attract new customers into the stores so that they feel and recognize the difference in quality between the dupes and the actual Lululemon products.
Lululemon keeps winning; consistency in customer engagement, quality, and performance breeds consumer confidence.
What a way to fight to inspire customers to your brand. The customer always makes personal judgements on what and how to wear what they desire. Now we have a swap fight for the customer’s decisions and judgements?. Just doesn’t seem right. Will this high visibility of comparison help or hurt the brand. I really do not think it helps. Lululemon must have have brilliant people who can come up with a better strategy.
Swapping a dupe for the real thing at no cost will definitely get consumers attention. Events like this will be successful, but it’s what happens afterwards that truly matters.
Spending triple for a brand name is only important to people who are all about labels. If the quality is comparable, I doubt the dupe buyers will switch loyalties. It’s too expensive.
Will the Lulu buyers switch loyalties when they realize the dupes are a better value?
We’re not talking about designer handbags here so I think that could easily happen.
We are talking about Lulu’s $100 item versus a knock-off that rates as good or better that costs less than $50. Shape magazine has done a number of comparisons.
The dupes are not better value – they are cheaper. Better value implies same quality. The dupes (I’ve ordered, tried and tested them) are just that…dupes that do not compare.
I wish we could do this in person…but maybe we are adding some life to RetilWire.
There is no doubt that in many cases, the dupes are of lesser quality than the originals. But, in terms of value, the price versus quality, are the originals worth the multiple in price over a dupe? For me, if the $35 dupe last 6 months versus the $100 original lasts 1 year, the dupe is a better value.
I was going to say the same thing Rich said but he beat me to it. That’s what happens when your biz partners for 33 years!
What I love about the “Dupe Swap” strategy – and the incredible level of earned media attention this campaign is garnering from just one store hosting a swap event – is that Lululemon gets 100% of the brand name recognition. It’s Lulu against “knockoffs” – not Coke vs. Pepsi. Now, take this campaign across the entire store footprint and let’s see the exponential traction and attention this campaign can create.
This is a big mistake for two reasons. One it gives even more exposure to the knock off product. Two, the knockoff may be as good as the original.
Exactly, Mel. The knock-off may even be better!!!!!!!
A brand with strong customer emotional connection, like lululemon, can pull off the dupe swap and win converts. It’s a great idea, but brands that don’t have that strong emotional connection with consumers might not be able to pull it off. This is about overcoming a strong sense of value in making a purchase (without regard to brand) and turning that sense into an emotional connection that makes the consumer want to well-known (and pricier) brand. It’s a powerful, but challenging, value exchange and the dupe swap is a clever way to execute it with a younger generation that is willing to experiment and inherently carries less brand affinity.
I’m not sure the audience buying the dupes would normally buy Lulu at full price. Value is very important to customers right now. But it did create some positive buzz for the brand.
What a bold initiative! To actually exchange dupes for the real thing conveys a sense of authenticity and commitment to delivering a superior product that exceeds consumer expectations. This effort will also pay off employee retention — such a move would make me proud of my company.
This is a great idea! It brings customers, both old and new back to the brand and demonstrates Lululemon’s strengths and appeal.
This is a great idea! It brings customers, both old and new back to the brand and demonstrates Lululemon’s strengths and appeal.
Great idea! Given the appetite for lower cost items, maybe there is another opportunity here-Lululemon should introduce a “entry level” brand, and engage these shoppers then move them up to the premium clothes.
Any pop-up experience that gets consumers to come out and participate with the brand is a big win in my book. Lululemon provided a unique experience for influencers and everyday shoppers to share on social, while also creating brand advocates for new consumers. Well done!