Campaign details
Brand: Lululemon Brand owner: Lululemon Entrant company: Edelman, USAIdea creation: Edelman New York Market: United States Sector: Sportswear Media channels: Social media, Merchandise & free gifts, Public relations, Online video, Word of mouth, Influencers, KOLsBudget: 1 - 3 million
Executive summary
The fashion industry loses an estimated $50bn a year to counterfeit merchandise and knockoffs of its most popular items. In the past counterfeiters made efforts to fake authenticity – that changed with TikTok. Suddenly, it became trendy to buy #dupes –...