thanks for the shopping tip, lululemon 🛍️

issue #48: feeling extra generous? read this first 🦀

Lululemon is currently suing Costco for ripping off their top sellers. Now whether you’re a fashion brand owner, want to be one, or you’re learning about how to build a brand in this modern day… I’ve got a hot take for you on how we can all learn from this legal battle.

Summer also means Cancer season 🦀 and I have some financial wise words of wisdom to share if you’re an end of June or July baby.

Over here in the Financial Hot Girl universe we love astrology x finance, in the same way that your personality and human design affects your relationships and behaviours, they affect your money.

𝜗ৎ In this issue:

• What Cancer season means for your money

• Lululemon vs Costco: here's what to learn

• July's business and social media strategy

Quick note: Close Friends subscribers are getting the first drop of five mini-masterclasses this month. As soon as the FHG 30 day challenge is over, all the materials will be made available for close friends to learn from. This will include a bonus cringe mountain masterclass! If there are any topics you want me to explore, I read every reply.

🦀 It’s Cancer Season 🦀

We’re in Cancer season, and if you’ve felt extra sensitive to plans, pressure, or performance lately… this might be why.

Cancer energy is deeply connected to safety, loyalty, and emotional closeness. Which sounds wholesome, until it turns into people pleasing with your time and money.

1. Your generosity might be stretching you

Cancers often give before they’ve checked if they have anything to give.

So if you’ve been saying yes to dinners, gifts, trips, or time commitments you don’t feel grounded in, it’s worth asking whether you’re spending for connection or out of guilt.

2. You need boundaries and belonging

It’s easy to confuse showing up with being valued. But these two aren’t the same.

So this is your reminder that saying no is more important if you’re a Cancer, and that it’s what protects your nervous system, your budget, and your sense of self.

How WE can learn from Lululemon vs Costco

Lululemon just sued Costco for selling $8 hoodies that look like their $118 ones. The internet's response has been: "Thanks for the shopping tip, Lululemon!!!"

Now, unlike typical IP battles, Lululemon's dispute with Costco is playing out in the court of public opinion (social media) where consumers already increasingly favour dupes over pricey originals. And the court of public opinion has spoken: we're not exactly mad about affordable alternatives.

And this is what got me. I watched this TikTok from our social media fashion IT gal Farron Clark on why you shouldn’t complain about big brands ripping off your products, especially if you’re a small fashion business

She talked about how customers need to see your product 7-10 times before they buy - this is marketing psychology, and it’s often referred to as ‘touch points’.

Instead of using those precious brand touch points to build desire, Lululemon has essentially just spent them advertising Costco's clearance section.

The real lesson here is that fighting consumer behaviour in 2025 is like fighting gravity, you're just wasting energy.

Smart brands are learning that in an economy where money's tight, complaining about dupes is essentially telling your customers where to shop instead. 

Even your most loyal fans will always choose practicality over prestige when their budget demands it.

Bottom line: Every brand mention is currency. Instead of spending this currency giving your competitors free advertising, focus on those touch points. Build your community, customer experience and strong brand values instead.

This goes for any business: if you’re a creator, you’ll have copycats. If you’re a service provider, people will rip you off. Dupe culture as a whole is a sign you’re doing something right: double down and build your community while you’re there.

See you in the comments,

— Dev xo