Lululemon's Suit against Costco backfires and causes the Barbra Streisand Effect

Lululemon has taken legal action against Costco, accusing the warehouse giant of copying its signature workout wear. According to the lawsuit filed in early 2024, Lululemon claims that Costco’s in-house brand, Kirkland Signature, has created and sold products that mimic the design and look of Lululemon’s popular Align leggings and other apparel.

The suit highlights the similarities in stitching, fit, and silhouette between Lululemon's high-end items and the significantly cheaper versions sold by Costco. Lululemon, whose leggings typically retail for $98 and up, alleges that Costco’s leggings not only look alike but also “trade off the goodwill” of Lululemon’s brand without investing in the same level of design, testing, or materials.

But while Lululemon may be hoping to protect its intellectual property, the lawsuit may have backfired in an unexpected way.

What is the Barbra Streisand Effect and what does it have to do with the suit?

The lawsuit itself a textbook example of the Barbra Streisand effect, which is a phenomenon where attempting to suppress or hide something actually draws more attention to it. The term comes from a 2003 incident in which Streisand tried to remove photos of her Malibu home from the internet, only to unintentionally bring more public attention to the images she wanted to conceal.

In the case of Lululemon vs. Costco, the lawsuit has had a similar impact. Instead of steering consumers away from the Kirkland workout wear, it’s sparked curiosity. Social media is full of posts from people hunting down the supposed dupes at their local Costco warehouses, eager to test whether the hype is real. 

You can count me among them. I intend to go to Costco and grabbed some of the gear for myself. And judging by the empty shelves and TikTok try on hauls, I’m far from alone.  

Costco aren't the only people who carry dupes or look alike high-end brand named products. Others invested in the trend are Target, Amazon, Walmart, and Sam's Club.

So while Lululemon may succeed in court, Costco seems to be winning the battle for bargain-hunting shoppers. The brand might not have the same luxury appeal, but for many people, the Kirkland versions are "close enough," especially at one-fifth the price. Whether the legal case ends in damages, a redesign, or settlement, one thing is already clear: the internet has spoken, and the Streisand effect is alive and well.