You are to assume the role of the owner of Heart Rate, an affordable brand of athletic wear. Your business partner wants you to determine whether or not to offer a new product as a “dupe” of a more expensive luxury brand.
Heart Rate is an online retailer that sells a variety of affordable athleticwear including shorts, shirts, socks and other accessories. As plans are underway for next season’s merchandise, your business partner thinks that Heart Rate should add leggings to the collection that mimic the style of a famous best-selling luxury brand.
Lime Athletics has been selling luxury leggings for years. The athletic leggings are priced starting at $109.99 and are only available at Lime Athletics branded stores or online. Lime Athletics leggings are best-sellers among affluent shoppers and serious athletes.
Your business partner has found that there are over 4.5 billion TikTok views of content with the #dupe. This content highlights lower-priced merchandise that can be considered a duplicate for a higher-priced item. Your business partner thinks if Heart Rate can offer a lower-priced duplicate of Lime Athletics leggings, and market it with #dupe on TikTok, it would build the Heart Rate brand and sales.
Your business partner wants you to determine whether or not to offer the duplicate and how doing so could affect the Heart Rate brand, competition and standards.
