Lululemon Sues Costco Over Alleged Apparel Knockoffs
Lululemon Athletica Inc. has filed a lawsuit against Costco Wholesale Corp., alleging that the latter's products replicate the design of their apparel. The dispute involves hoodies, jackets, and pants that Lululemon claims have similar colors, names, and designs to their trademarked products.
Lululemon, known for its yoga wear and athletic apparel, is taking a more aggressive stance on protecting its intellectual property. The company considers itself 'innovation-led' and takes intellectual property rights seriously, as seen in its pursuit of legal action against Costco.
The proliferation of 'dupes' on social media platforms like TikTok has contributed to the rise of lookalike products. Lululemon's lawsuit comes amidst declining brand loyalty, with consumers turning to cheaper alternatives due to factors such as higher inflation and eroded purchasing power.
As of now, Costco has not responded to Lululemon's lawsuit. Neither party has publicly announced who will respond, leaving the outcome of the dispute uncertain. This legal action highlights the ongoing battle between high-end brands and retailers offering lower-priced alternatives.
