Dupe Swap: Taking on dupe culture and doubling down on products to believe in

lululemon Dupe Swap

lululemon knew that the best way to convert new fans was to simply get people in their buttery-soft, high performance products. However, they also knew they needed a fresh approach to attract fresh audiences. I encouraged them to bet on themselves and take a risk — backed by strategic insights! Research, stakeholder interviews, and social listening revealed that the lululemon Align Legging was one of the most sought-after “dupe” items. We decided to face dupe culture head-on and prove that no knock-off could compare to the fit and feel of the OG.

• Led strategy workshops and interviews with key stakeholders across lululemon’s international headquarters to gain a deep understanding of process, product, and purpose

• Conducted in-depth cultural research and social listening to tap into key consumer opportunities

• Led brainstorming sessions with creative and production teams

• Concepted the winning pop-up approach