“Should you love Lululemon then preserve watching.”
So begins a TikTok video posted by @watchingjess about discovering the very best “dupe” or duplicate model of Lululemon on Amazon.
“These things I obtained proper right here from Amazon are actually precisely the identical as my Lululemon Ebb To Streets (tank tops),” the TikTok influencer stated whereas holding pretend Lululemon attire.
With scores of comparable trending “#dupe” posts selling Lululemon-esque objects at a fraction of the price, Lululemon is swaying customers 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 pretend 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 stated in an interview with CNN Enterprise. (The #lululemondupe tag has 180 million views alone, the corporate stated.)
“We noticed it as a actually enjoyable solution to play into one thing that may be a actual a part of our tradition, however
in a method that actually places the main target again on the unique,” she stated. The LA location was chosen strategically – it’s a middle for creators and content material technology.
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 below Lululemon’s TikTok submit, “Truthfully a slay,” and LoniB stated, “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 people who in a dupe-filled world, Lululemon is exhibiting prospects why they need to “really feel the distinction” with its merchandise whereas exhibiting how the true factor is the one solution to go.
Lululemon took a viral development that would hurt their backside line and used it as a chance to close down a few of its competitors. The model additionally put within the minds of customers that its knock-off objects actually belong within the recycling bin.
Lululemon took one in every 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 submit, Neuburger stated, “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 might do is experience the wave and tackle what’s clearly taking place, like what Lululemon did, and put a brand new spin on it whereas encouraging folks to stay with the unique. Copycats will at all times be there – how manufacturers tackle the problem is what might sway folks’s minds and pocketbooks.
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Sherri Kolade is a author at Ragan Communications. When she shouldn’t be together with her household, she enjoys watching Alfred Hitchcock-style movies, studying and constructing an authentically curated life that features greater than often discovering one thing deliciously fried. Observe her on LinkedIn. Have an awesome PR story concept? E-mail her at sherrik@ragan.com.
