An Unconventional Show Of Brand Confidence

Lululemon Leans Into Gen Z Culture With A “Dupe Swap”

In May 2023, Lululemon hosted a “Dupe Swap” in Los Angeles. At the event, consumers got a free pair of Align leggings if they turned in a knockoff to demonstrate Lululemon’s superior quality. In all, Lululemon gave away $97K worth of merchadise.

Using data from QuestBrand, we examined how Lululemon’s “Dupe Swap” impacted Gen Z’s perception of the popular athleisure brand. Download our case study to find out!


Catherine Ake

Senior Marketing and Content Strategist


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