M&C in the News: Lululemon’s ‘Dupes’ Suit Signals Brands Must Shape Narrative

As brands navigate the growing 'dupe' culture, Kirsten Gilbert’s article for Bloomberg Law highlights why Lululemon’s recent lawsuit may be more than a legal battle, but a strategic move to shape the brand narrative.

The piece explores how Lululemon’s action against Costco signals a shift in how brands are defending their identity. It’s not just about IP enforcement, it’s about storytelling. By taking a stand against copycat designs, Lululemon is reinforcing its brand values, protecting its design-led reputation, and sending a message to consumers and competitors alike.

The case underscores a broader truth: in today’s market, brand protection is as much about perception as it is about legal rights. The brands that win are those that control the narrative in court, and in culture.

Both dupe copycats and outright illegal counterfeits exploit the very qualities that make these brands valuable: deep brand equity, insatiable consumer appetite, and premium pricing.

news.bloomberglaw.com/...