The (Lulu)Lemons of Wrath

In today’s fast-paced world of counterfeiting, Lululemon has taken an innovative step forward to stay ahead of the game. Given Lululemon's reputation for innovation and its rebranding of luxury in the athleisure market, it’s no surprise that they’re also leading the way in brand protection.

Founded in Canada by Chip Wilson in 1988, Lululemon® is best known for its high-quality activewear, particularly yoga pants and leggings. It has cultivated a cult-like following for its blend of performance, comfort, and style. Today, Lululemon operates globally, focusing on innovation, sustainability, and creating a community-driven brand centered around fitness and wellness.

Community Build Brands and Attracts Copycats

Creating a strong community fosters a sense of belonging, and everyone wants to be part of it – whether by buying the latest product drop, wearing it in high-performance training sessions, or styling it as part of everyday life. However, with great success comes the inevitable downside: the rise of counterfeiting, as others try to replicate Lululemon’s formula for success.

From Counterfeits to Dupes

It's not just Lululemon that's focused on brand-building; even counterfeiters have recognised the need for a rebranding. So, goodbye “counterfeits” and “fakes,” and welcome “dupes” to the party.

This shift in terminology is making infringement feel more socially acceptable. After all, buying a “dupe” doesn’t carry the same weight or guilt as buying something openly labelled as fake.

The question now is: how do we, as those who work every day to safeguard brand value, keep up with this new rise in popularity of buying infringing goods labelled as dupes? Lululemon offers an interesting case in point, and a bold strategy worth examining.

Introducing Lululemon Dupe™

Lululemon and its legal team have taken a major step by filing an application for the trademark "Lululemon Dupe" with the USPTO. By formally filing this trademark, Lululemon is publicly embracing the term “dupes." This bold move doesn’t just protect the brand – it flips the script on counterfeiting by reclaiming the term and preventing unauthorised sellers from exploiting the association with the Lululemon name. Lululemon, in one swift move, will be able to reap financial benefits from their biggest enemy while simultaneously stopping infringement.

This level of innovation is on par with the actions of counterfeiters. It is playful, two steps ahead, and aggressive, all while maintaining Lululemon's connection with its community. The brand is showing that it values its customers’ investment and is committed to protecting the strength and positivity of its community. In other words, it’s genius!

Naturally, Lululemon's action is not a “fix-all” approach, but it is a step in the right direction. It signals that brands and their advisors won’t back down in the face of infringement. We’ll continue to find smart, strategic ways to respond, ensuring that every time infringers move, we’re already one step ahead.

Is Blockchain the Next Step?

As I consider Lululemon’s innovative strategy, it prompts me to think about another for-ward-thinking solution: blockchain. Lululemon's trademark filings and " dupe-swaps" are strategically well-thought-out actions. Both serve as ways to take ownership of counterfeits and act as publicity stunts. As I’ve mentioned before, it’s genius. But could blockchain be the real future for tackling counterfeits in the apparel industry?

Blockchain technology offers a promising solution by securely tracking the authenticity of products throughout their lifecycle. By creating a transparent, immutable record of a product’s journey – from manufacturing to sale – brands can ensure that counterfeit goods never make it into the market.

For Lululemon, integrating blockchain into their anti-counterfeiting efforts would allow consumers and retailers alike to verify the authenticity of their purchases, making it nearly impossible for fakes to slip through the cracks.

The AURA Blockchain: Reclaiming Control Through Innovation

Companies like Louis Vuitton are already known for maintaining one of the strongest trademark and design portfolios in the world. But they are not stopping there. Together with other fashion companies and tech firms, they are part of the AURA Blockchain Consortium, a collaborative effort to ensure the authenticity of luxury goods.

The intersection of blockchain and apparel is still in its early stages, but it's becoming clear that regulatory brand protection needs to apply the same forward-thinking mindset that Lululemon and the Aura Blockchain Consortium are adopting. When we look at the actions of both Lululemon and blockchain initiatives, they have two things in common: 1) they embrace out-of-the-box thinking, and 2) they put the brand owner back in charge of their rights.

Blockchain can help identify counterfeits, allowing them to be destroyed at an early stage. Strategies like “Lululemon Dupe” challenge the idea that calling something a “dupe” somehow makes it acceptable and not a counterfeit. It's a 360-degree approach to brand protection.

The Future of Brand Protection

As the luxury market continues to face challenges from counterfeiters, Lululemon’s creative approach to trademarking and its potential for blockchain integration offers a promising glimpse into the future of brand protection. The combination of out-of-the-box thinking and technological innovation may be the key to safeguarding the authenticity of high-value products in the digital age.

I, for one, am excited to see what the future holds for both “Lululemon Dupe” and block-chain integration. Who knows? Maybe we’ll see a Lululemon Blockchain™ in the future.

Let’s talk strategy!

In the meantime, we at Abion will keep working on our client’s portfolios and their strategies. If you have any questions on what we can do for your brand, please feel free to reach out to me.

Images

Marco Tjokro via Unsplash

Shubham Dhage via Unsplash

Ginny Rose Stewart via Unsplash