As brands navigate the growing 'dupe' culture, Kirsten Gilbert’s article for Bloomberg Law highlights why Lululemon’s recent lawsuit may be more than a legal battle, but a strategic move to shape the brand narrative.

The piece explores how Lululemon’s action against Costco signals a shift in how brands are defending their identity. It’s not just about IP enforcement, it’s about storytelling. By taking a stand against copycat designs, Lululemon is reinforcing its brand values, protecting its design-led reputation, and sending a message to consumers and competitors alike.

The case underscores a broader truth: in today’s market, brand protection is as much about perception as it is about legal rights. The brands that win are those that control the narrative in court, and in culture.

Marks & Clerk's e-book “Brand security in a modern world” equips brand owners with the tools and insights they need to safeguard their brands.