Consumers seeking athletic apparel similar in style and function to Lululemon’s offerings, but at a lower price point, often search for alternatives available at Target. This demand has created a market for comparable men’s shorts, often referred to as “duplicates” or “alternatives,” satisfying the desire for affordable athletic wear. An example would be a pair of Target-branded athletic shorts designed for running or training that share similar features, such as lightweight fabric, quick-drying properties, and a comfortable fit, with a popular Lululemon style.
The increasing popularity of this market segment reflects a broader trend in consumer behavior: seeking value without compromising desired features. This allows individuals to access athletic wear aesthetics and functionality previously associated with premium brands at a more accessible cost. Historically, this behavior has driven the growth of private label brands and alternative retailers, offering competitive products while catering to budget-conscious shoppers.