Marketing Currents - Business and Marketing Current Events

Lulu who? A cult brand takes on the booming culture of ‘dupes’

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Scroll through TikTok, and there’s a dupe for seemingly everything. 

Don’t want to spend $98 on lululemon leggings? Try these $27 alternatives. If a Skims bodysuit is too much, a smiling influencer will show you exactly where you can find a similar one in their Amazon storefront.

Click here to read the story at cnn.com.

Discussion Questions:

  1. What is a dupe?
  2. What is a brand?
  3. What is a SWOT analysis?
  4. Why might a business conduct a SWOT analysis?
  5. Why is price such an important component of the marketing mix?
  6. How does the concept of price relate to this news story?
  7. How might a dupe represent a threat to a brand?
  8. How have dupes impacted Lululemon?
  9. What is social media marketing?
  10. How has social media helped to drive the popularity of dupes?
  11. What is entrepreneurship?
  12. How might this story represent an example of entrepreneurship?
  13. Based on what you learned from this news story, how is Lululemon responding to the threat presented by an increased popularity of dupes?
  14. Do you think that strategy will be effective? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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