500 word discussion post

Description

A fast growing trend in some industries is the emergence of ‘dupes.’ A product is considered a dupe when it is a less expensive alternative to a high-end item that still gives the user similar results. In beauty categories where we see the most dupes are in face, eye, and lip cosmetics, but other popular categories exist. Social media has had a huge influence on the spread of dupes with influencers calling out their favorite dupes to the widely viewed hashtags that make it easier for viewers to find dupe products.

“Duper” Brands: affordable brands used as alternatives to high end products.

“Duped” Brands: Higher priced brands that tend to attract imitators. These brands are typically the category creators for the “duper” brands.

Consider the brand Lululemon and as you do so identify what resources act as isolating mechanisms for them. As you research other and read the provided articles describe how dupes erode isolating mechanisms in general and/or specifically for Lululemon. Furthermore, explain strategy duped brands can employ to address this new form of competitive pressure.