Dupe Culture: The Lululemon Lifestyle
At Quester, we believe that before brands jump into dupe culture, they need to pause and ask two important questions:
- Do we have the right to play here?
- And if so, how can we do it authentically?
With Lululemon’s recent lawsuit against Costco over its popular dupes, the topic is more relevant than ever. But it also raises a bigger question: Do consumers actually care?
Our Social Narratives team has been tracking this trend, and the answer is increasingly clear. The stigma around private label brands being cheap or low-quality? It’s gone.
Hop on any social platform and search #LululemonDupes. You’ll find thousands of posts and reviews praising Costco’s Kirkland version of Lululemon’s iconic pieces. Same look. Comparable quality. A fraction of the price.
Many consumers still crave the Lululemon lifestyle, but not necessarily the price tag.
Lululemon argues that some shoppers might even believe Kirkland dupes come from the same manufacturer. That hasn’t been confirmed, but perception is powerful.
As one TikTok reviewer raved:
“Literally found the most amazing dupe for the Lululemon Scuba Hoodie. I am blown away by the quality. And you want to know where it’s from? Kirkland, baby! It has all the markings of the Scuba. The only thing it doesn’t have is the logo string on the zipper—but who wants that anyway?”
So here’s the real question:
- Are brands like Lululemon losing loyalty?
- Or are consumers simply redefining what value looks like?
- As a shopper, where do you stand?
Team Dupe or ride-or-die for the real thing?