"Chanel of Yoga Wear Sold for $8"...Lululemon Sues Costco

Lululemon Sues Costco Over Alleged Copycat Products
Premium sportswear brand claims Kirkland line imitates signature items like the Scuba Hoodie and Define Jacket

Lululemon, the premium sportswear brand known as the "Chanel of yoga wear," has filed a lawsuit against the major US retailer Costco. The reason is that Costco's private brand (PB) products have allegedly copied the designs of Lululemon's signature items without authorization, causing confusion among consumers.

Lululemon, known as the "Chanel of yoga wear," has filed a lawsuit against the large supermarket Costco. The claim is that Costco's private brand Kirkland is copying and selling Lululemon's products. Lululemon Instagram

According to the Wall Street Journal (WSJ), the Associated Press, and other sources on July 1 (local time), Lululemon recently filed a lawsuit regarding Costco's product copying at the US District Court for the Central District of California.

In this lawsuit, Lululemon claims that Costco's private brand 'Kirkland' has imitated and is producing and selling at least six products similar to its popular items, including the 'Scuba Hoodie,' 'Define Jacket,' and 'ABC Pants.' Lululemon also pointed out that although consumers might mistake Costco's products for genuine Lululemon items, Costco has not taken any meaningful measures to prevent this confusion.

Currently, the 'Scuba Hoodie' sold by Lululemon is priced at $118 (about 160,000 KRW), whereas Costco's similar 'Danskin Half-Zip Pullover' is sold for only about $8 (about 11,000 KRW). Lululemon criticized Costco, arguing that the company is profiting by leveraging Lululemon's premium image through the sale of low-priced replicas.

Lululemon, known as the "Chanel of yoga wear," has filed a lawsuit against the large supermarket Costco. The claim is that Costco's private brand Kirkland is copying and selling Lululemon's products. Lululemon Instagram

The Associated Press noted, "Recently, so-called 'dupes'?affordable imitations of premium brand products?have been rapidly increasing across the fashion industry," and added, "Legal disputes over intellectual property infringement and brand image damage are also on the rise." 'Dupe' is an abbreviation of 'duplication' and refers to alternative products that closely resemble high-end brand items in design and function but are offered at significantly lower prices.

Consumers known as 'dupe enthusiasts' are prioritizing cost-effectiveness over brand names amid high inflation and are actively purchasing such products. As a result, replicas mimicking luxury brands such as Louis Vuitton, Herm?s, and Bottega Veneta are also emerging one after another. For example, a product similar to Herm?s' approximately $1,000 (about 1,360,000 KRW) slippers is being sold for just $15 (about 20,000 KRW) at the major US retailer Target, while a product resembling the $2,800 (about 3,800,000 KRW) Bottega Veneta Hobo Bag has been launched by the new brand Queens for $99 (about 130,000 KRW), attracting attention.