Cheaper look-alikes have been around for years, but social media has made them more popular. Dupes can move into shaky legal territory if concerns arise around consumer confusion or patented designs.

Lululemon alleges that Costco has stolen the intellectual property of its Scuba hoodies and sweatshirts, Define jackets and ABC pants.

Lululemon Athletica claims in its lawsuit filed in the U.S. District Court for the Central District of California that Costco has “unlawfully traded” on its reputation, goodwill and sweat equity by selling unauthorized and unlicensed apparel that uses knockoff, infringing versions of its patents.