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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Lululemon’s Anti-Dupe Lawsuit Became Free Marketing for Costco

Unlike typical IP battles, Lululemon’s dispute with Costco is playing out in the court of public opinion — where consumers increasingly favour dupes over pricey originals.
Unlike typical IP battles, Lululemon’s dispute with Costco is playing out in the court of public opinion — where consumers increasingly favour dupes over pricey originals.
Unlike typical IP battles, Lululemon’s dispute with Costco is playing out in the court of public opinion — where consumers increasingly favour dupes over pricey originals. (Lululemon, Costco)

Trademark lawsuits are nothing new in fashion, but Lululemon’s latest claim against American retailer Costco strikes a very

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