Influencers, beware: Lululemon has opened a new front in its war on dupes.
Driving the news: In a creative move to deter copycats, the Vancouver-based retailer has trademarked the term “Lululemon dupe”, giving it more power to go after retailers, influencers and other marketers that overtly advertise Lulu knock-offs.
- The trademark also applies to the use of “Lululemon dupe” in the metadata that helps boost products in online search results.
Why it’s happening: Because dupes often just mimic a brand’s style and not its actual logo, it’s harder to prove in court that they infringe on copyright. By trademarking the dupe name itself, Lulu may have found a stronger legal basis for taking these products offline.
Catch-up: A plethora of online platforms have sprung up to help shoppers find products that appear nearly identical to brand-name items but are significantly cheaper.
- The retailer recently filed a copyright lawsuit against Costco, accusing the big-box chain of selling knockoffs of its most popular products.
Why it matters: Lululemon is far from the only retailer struggling to keep up with the avalanche of dupes popping up online. This out-of-the-box trademark strategy could help them protect their margins, but may make life tougher for shoppers hunting for brand-name designs on a budget.—LA