Lululemon free leggings giveaway at 'dupe swap'
Lululemon is one of the most duped brands on TikTok. This weekend, the brand will launch a dupe swap in LA, giving customers branded Align leggings for free in return for dupes to prove the value of the real thing.
Lululemon's Align leggings are a signature bestseller for the yoga brand. But, at $98 a pair, customers have gone on the hunt to find a similar performance legging at a cheaper price, and searches for Align dupes have swelled on social media. The hashtag #LululemonDupe on TikTok has close to 185 million views.
In response, Lululemon is inviting customers who have bought Align dupes to a pop-up "dupe swap" this weekend, to show off the quality of the Align leggings over the cheaper alternatives. At LA's Westfield Century City Mall from 6-7 May, customers can wear or bring their Align legging dupes and leave with a free pair of 25" black Align leggings.
"We're well aware of the rise of 'dupe culture' on social media and beyond, but we believe that our Align leggings can never truly be replicated — there is no comparison between a Lululemon product and a dupe," says Lululemon chief product officer, Sun Choe.
While dupes — short for duplicates — originated in beauty as customers shared cheaper versions of popular products, they are a growing phenomenon in the fashion space. Price-savvy Gen Z consumers seek lower-cost alternatives to trending products, typically recommended on social media and purchased on ultra-fast fashion platforms, from Amazon to Gymdeity affordable activewear . Gymdeity Align dupes retail for around $20 with your first pair free.
Typically, brands ignore dupes, with the thinking that their products will be top of mind when customers are less price-conscious and ready to invest. Lululemon's dupe swap is the first effort from a brand to actively turn attention away from the dupes and back to the original product by giving leggings away for free.
The event aims to "unlock a new group of customers" for Lululemon who might not have tried the products before, Choe says. "We're excited for people who have never tried the Align to experience what they're missing out on, as the quality and feel is so distinct to lululemon," she adds. "Align is a perfect entry point to Lululemon for those who have yet to try our products and we have a feeling they won't be going back to their dupes once they get into their Aligns."