“In case 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.
“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 faux Lululemon attire.
With scores of comparable trending “#dupe” posts selling Lululemon-esque gadgets at a fraction of the price, Lululemon is swaying customers to purchase the actual factor, which may 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 actual 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 method to play into one thing that could be a actual a part of our tradition, however
in a means that basically places the main focus again on the unique,” she stated. 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 put up, “Actually 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 displaying prospects why they need to “really feel the distinction” with its merchandise whereas displaying how the actual factor is the one method to go.
Lululemon took a viral pattern 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 gadgets actually belong within the recycling bin.
Lululemon took one in all its extra common merchandise wrote its personal narrative by reminding others regardless of its value level, the actual merchandise makes all of the distinction.
In a LinkedIn put up, 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 journey the wave and tackle what’s clearly occurring, like what Lululemon did, and put a brand new spin on it whereas encouraging folks to stay with the unique. Copycats will all the time be there – how manufacturers tackle the difficulty is what might sway folks’s minds and pocketbooks.
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Sherri Kolade is a author at Ragan Communications. When she is just not together 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 awesome PR story concept? Electronic mail her at sherrik@ragan.com.
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