The company concluded that the best method to combat dupe culture was to demonstrate, rather than explain.
As part of their “Dupe Swap” promotion, Lululemon gave away 1,000 pairs of its $98 Align leggings to lucky Los Angeles residents over the course of two days. It was done as a reaction to the widespread dupe culture on the internet.
The success of Lululemon’s activation at Century City Mall exceeded all expectations, leading to a larger audience and more shoppers than ever before. The recycled pants were put to good use.