Lululemon Athletica Inc. is accusing Costco Wholesale Corp. of copyin
g its apparel designs in a lawsuit — and the u
pscale sportswear company shared images with the court to back up its
case. Here’s a look at the specific products that Lululemon is calling out.
The items in question include hoodies, jackets and pants that have
similar colors and names to the Lululemon products.
Lululemon is arguin
g that the products sold at Costco entirely replicate the design of their apparel, highlightin
g silhouettes, seamlines and accents trademarked by Lulule
mon in the visual comparisons provided to the court.
“As an innovation-led company that invests significantly in the research, development, and design of our products, we take the responsibility of protecting
and enforcing our intellectual property rights very seriously and pursue t
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he appropriate legal action when necessary,” a Lululemon spokesperson said in a statement.
Costco declined to comment. It has yet to file a response to Lululemon’s lawsuit.
Lululemon pioneered yogawear, but it’s facing more intense competition as lower-priced items become more wi
dely available. That has contributed to slowing growth and a sagging sto
ck price. The lawsuit shows the company is taking a more aggressive stance on the issue.
Social media has fueled the popularity of so-called “dupes,” wit
h TikTok hashtags providing a quick way for content creators to ge
nerate free marketing for lookalike products. Brand loyalty has also
ome shoppers’ purchasing power and cheaper alternatives hit the market.