Lululemon: Dupe swap

Emily Greener, Mishal Jagjivan, Carolyn Conners

lululemon, a sports apparel brand, organized the Dupe Swap event at the Century City Mall in Los Angeles, inviting women to trade in their off-brand dupes for legitimate Align leggings to demonstrate the brand's superior quality.

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 –...

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