Costco vs. Lululemon | When a Lawsuit Becomes a Marketing Win

What happens when a premium brand sues a beloved retailer over lookalikes—and ends up giving them free marketing instead? This post unpacks the ongoing lawsuit between Lululemon and Costco over the ABC pants, Scuba hoodies, and Define jackets—and explores how Costco turned the legal heat into a viral win. It also examines the tension between brand protection and embracing dupe culture in today’s price-sensitive, algorithm-driven retail landscape.

#BrandStrategy, #RetailMarketing, #Costco, #Lululemon, #DupesCulture, #IntellectualProperty, #MarketingStrategy, #ConsumerBehavior