Lululemon’s Sustainable Strategy Against Dupes

In Imposter Syndrome: Understanding Bootlegs, Dupes & Fakes, we highlighted some of the innovative product strategies brands have implemented after being knocked off but also the surprising opportunities that lie in this area. As bargain-hungry consumers continue to search for budget-friendly alternatives to Lululemon’s viral Align offering, the brand launched a new scheme whereby replica leggings can be traded in for the real thing – the goal being for shoppers to “feel the difference” for themselves.

The Align Legging Dupe Swap will take place May 6-7 in Los Angeles while supplies last, and swaps are limited to one per customer. It’s yet to be seen if the brand will roll out this initiative in other locations. Additionally, the traded-in dupes will be recycled through Debrand – a Canadian textile recycling company that Lululemon has a long-standing partnership with.

In this way, the scheme also emphasises the expansive scope of, and opportunity in, product take-back schemes – something we explored in Fashion & Frugality: Meeting New Consumer Needs. Amidst a cost-of-living crisis, where ease of access and staying within budget become priorities, sustainability concerns can be overlooked. However, take-back schemes – where old products can be traded in to be repaired, replaced or recycled – not only promote circularity but also keep the needs of consumers in this tricky economic climate front of mind.

This is especially important when it comes to your strategy for combatting dupes, which are largely made not just unethically but also unsustainably. An eco-conscious focus is paramount for ensuring an authentic and intention-led rebuttal.