Keep Your Favorite Brands Close, and Your Dupes Closer
It’s no secret that Gen Z loves dupes, with #dupe boasting over 3.5 billion views on TikTok. Influencers are telling fans how to get a similar product for a fraction of the price — what’s not to like? Brands, though, are not as happy about these knockoffs, which cost them profits and potentially damage their image.
While some brands are taking these adversaries to court with lawsuits and copyright claims, Lululemon is taking quite a different tack. The fitness apparel brand hosted an event inviting people to trade in their dupes for the real thing — for free. In exchange for $96,000 worth of their Align leggings, Lululemon hoped to bring in new customers and showcase the difference in quality between the copycat pants and the original.
Though the campaign was a gamble, it was a resounding success as the stunt garnered attention from the press and on social media. Lululemon also managed to attract some new customers, as 50% of the people who traded in their dupes were new to the brand. They also gained a foothold with a younger demographic, with most attendees under the age of 30.
Thanks to smart social listening, Lululemon was able to hop onto an organic trend at just the right time. By embracing dupe culture, the brand faced its competition head-on with a fun and creative campaign. Listen closely to social chatter — good and bad — to maximize trends and beat out rivals.
TL;DR: Lululemon invited people to trade in their dupe leggings for the genuine article, resulting in a big boost for the brand.
