'Lululemon, known as the "Chanel of yoga wear," launched a unique campaign in 2023. They announced that if customers brought in imitation products, known as dupes, which have similar functions or designs to Lululemon products, they would exchange them for genuine items. The strategy was to encourage loyal customers by allowing them to experience the quality and value that dupes cannot match. At the time, this event was praised for helping to reaffirm the brand's premium image.

However, unable to stop the flood of dupes, Lululemon ultimately chose to go to court. Recently, Lululemon filed a lawsuit against Costco, claiming that the retailer was selling a product that closely mimics theirs at one-tenth the price. The retail price of the widely known 'Define Jacket,' worn by a famous Hollywood actor, is $128, while a similar product sold at Costco is only $22.

The term "dupe" is derived from "duplication," and targets brands like Louis Vuitton, Chanel, Lululemon, and Dyson. Influencers on platforms like YouTube and social media have been recommending dupe products, shedding the 'counterfeit' image and being seen as symbols of rational consumption.

However, dupes also carry the risk of intellectual property and trademark infringement. Lululemon stated, "Costco has profited by utilizing our intellectual property," and claimed, "This lawsuit is a fight against a retailer that chose imitation over competition." Deckers Outdoor, known for its UGG boots, has also filed a similar lawsuit against Costco.

It is uncertain which side the court will favor: the company claiming "intentional duplication" or the one emphasizing "legal alternatives." However, the trend of dupe consumption, which has become mainstream, is unlikely to fade quickly. Some view Lululemon's lawsuit as free advertising for Costco, suggesting that many consumers will learn they can buy similar products at a lower price at Costco. One wonders if Costco is actually benefiting from the lawsuit.

[Lee Eun-ah, Editorial Writer]