Lululemon recently tested a strategy to beat a new customer affinity for knockoffs of its apparel—an event where customers traded in dupes for the real deal.
“Given the appetite for lower cost items, maybe there is another opportunity here,” wrote, president and CEO of Vector Textiles. “Lululemon should introduce an ‘entry level’ brand, and engage these shoppers then move them up to the premium clothes.”
Lululemon could be experiencing a higher rate of knockoffs than other brands due to its popularity. The retailer was a standout success during the novel coronavirus pandemic, partly because of the drastically increased number of people working from home, leading to more customers purchasing athleisure wear.
That popularity is the reason some BrainTrust members cautioned that not every brand could succeed with this kind of event. “A brand with strong customer emotional connection, like Lululemon, can pull off the dupe swap and win converts,” wrote, retail transformation thought leader, advisor and strategist. “It’s a great idea, but brands that don’t have that strong emotional connection with consumers might not be able to pull it off. This is about overcoming a strong sense of value in making a purchase and turning that sense into an emotional connection that makes the consumer want to well-known brand.
“This is a big mistake for two reasons,” wrote Mr. Kleiman. “One, it gives even more exposure to the knockoff product. Two, the knockoff may be as good as the original.”
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