Cult athleisure brand Lululemon adopted an unconventional approach to combatting a trend towards cheap knockoffs proliferating especially among Gen Z consumers.
Armed with a smartphone that can locate and purchase virtually anything in the world in just a few clicks, the digitally native generation is quick to track down and buy up duplicates, or “dupes” of unaffordable premium and luxury goods that rob their manufacturers of potential sales and dilute their brand.
