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.

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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.

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