Dupe-Proof: How Lululemon Is Redefining Brand Protection in the Social Media Era
In the age of TikTok hauls and “#dupe” hashtags, luxury and premium brands are facing a new kind of threat — one that’s viral, not just physical. Lululemon’s latest move shows how brand protection is evolving from chasing counterfeiters to controlling the conversation itself.
The Rise of “Dupe Culture”
What began as internet slang for a “duplicate” has become a global retail phenomenon. Influencers and shoppers alike now celebrate “dupes” — look-alike versions of high-end products that cost a fraction of the price. On platforms like TikTok and Instagram, hashtags such as #LululemonDupe rack up millions of views, turning once-exclusive designs into searchable, shoppable trends.
For brands, that visibility can be a double-edged sword. While “dupe” content drives awareness, it also blurs the line between authentic and imitation, diluting brand equity and threatening the distinctiveness of trademarks built over decades.
Lululemon’s Bold Move: Owning the Word “Dupe”
Rather than simply fighting the trend, Lululemon has moved to own it. In late 2025, the company filed to trademark “LULULEMON DUPE” with the U.S. Patent and Trademark Office — not to celebrate imitation, but to control how the term is used in marketing and advertising.
By taking this step, Lululemon positions itself to:
- Manage how “dupe”-related search terms appear in paid listings and SEO results;
- Push back against misleading influencer marketing or unauthorized retailers; and
- Reframe the narrative, signaling that the brand—not the imitators—sets the terms of the conversation.
This is brand protection that goes beyond design patents or takedown notices. It’s about owning the language of discovery itself — a recognition that, in the social-media era, keywords and hashtags can be as valuable as trademarks.
Beyond the Courts: Turning a Threat into an Opportunity
Lululemon’s legal strategy still includes traditional enforcement. The company recently sued Costco, alleging its leggings were too close to Lululemon’s signature styles. But it’s also finding creative ways to engage directly with consumers.
At a recent “Dupe Swap” event, shoppers could trade in imitation leggings for authentic Lululemon pairs — a clever mix of goodwill, marketing, and enforcement. It turned counterfeit awareness into community participation and reinforced what the brand stands for: quality, performance, and authenticity.
What This Means for Brand Protection Professionals
Lululemon’s approach underscores a broader shift happening across industries:
1. Language Is the New IP Frontier – Brands must track not just infringing products but how they’re talked about.
2. Discovery Is Part of Enforcement – Counterfeits used to appear on shady websites; now they surface through search and social algorithms.
3. Engagement Can Outperform Aggression – Lululemon’s Dupe Swap illustrates how education and conversion can reinforce loyalty.
4. Technology Is Essential – Social scraping, image recognition, and keyword tracking tools are now fundamental.
ThornCrest’s Perspective: Protecting Brands in the Age of Discovery
At ThornCrest, we believe brand protection isn’t just about taking down infringers — it’s about defending identity across every channel where consumers discover, discuss, and buy products.
Our upcoming brand-protection software is built for this next phase:
- Detecting infringing listings across marketplaces and social platforms;
- Tracking “dupe” mentions, influencer campaigns, and metadata misuse;
- Streamlining IP complaints through an integrated dashboard.
In other words, we help brands stay proactive — not just reactive — in the dupe era.
Final Thoughts
“Dupe culture” isn’t going away. But as Lululemon demonstrates, brands can reclaim control by combining creativity, legal foresight, and data-driven enforcement. Owning the conversation may be the most powerful form of brand protection yet.
