December 31st 2024.
In recent years, there has been a growing trend of budget-conscious buyers seeking out luxury alternatives. One of the latest examples of this is the Walmart Birkin look-alike, affectionately nicknamed the "Wirkin." This leather handbag, available on Walmart's website, offers a more affordable option for those who desire the iconic Birkin bag made by French luxury brand Hermès. It's no surprise that the Wirkin has gained popularity among shoppers, with many of them selling out quickly due to the buzz on social media.
Luxury brands like Hermès may remain in the public eye, but their exorbitant prices make them out of reach for most people. However, that doesn't stop bargain-hungry shoppers from indulging in high-quality duplicates that are more reasonably priced. Additionally, fashion influencers have also played a role in the hype surrounding these look-alikes. The rise of online shopping and affordable shipping options has made these alternatives more accessible than ever before. While Hermès does not sell their bags online, there are companies like Maison de Luxe, based in Los Angeles, that offer new and pre-owned Birkin bags at prices ranging from $42,560 to $642,469.
In contrast, the Walmart Birkin that has gained traction can be purchased for as little as $125, depending on the size and color. One brand, Kamugo, even claims to use genuine cowhide leather for their Wirkin, but with synthetic leather on the inside. Kamugo is not the only brand attempting to replicate the Birkin, as there are others like BESTSPR, YMTQ, and Judy listed on Walmart's website. As one TikTok user cleverly wrote, "The Walmart Birkin bag is called a Wirkin, and it's for the Wirkin class." However, Walmart has not responded to CNN's request for comment on the Wirkin's popularity.
The Birkin handbag is known for its exclusivity, making it a luxury item that many desire but cannot afford. Celebrities like Beyoncé, Cardi B, and the Kardashian family are all known to be fans of the Birkin, often showcasing their collections on social media. In fact, during the pandemic, a Birkin made of crocodile skin was sold at an auction for nearly $625,000. The Birkin's design was initially created in 1984 for British actress Jane Birkin, who needed a spacious bag as a young mother. According to Hermes' website, the company's revenue increased by 32% in 2022, thanks in part to new stores in New York and Austin, Texas. Additionally, their leather goods and saddlery products, led by the Birkin bag, accounted for 42.8% of the company's revenue in 2022.
While some may be willing to pay top dollar for a Birkin, others have taken legal action against Hermès. In March, a group of would-be Birkin buyers filed a lawsuit, claiming they were required to purchase other Hermes accessories first before being allowed to purchase a Birkin bag. This effectively increased the cost of acquiring one of these high-profile handbags. On the other hand, the Walmart Birkin offers a more affordable option for those who may have been excluded from the luxury market due to their high prices.
It's not just the Birkin that has been duplicated, as other luxury brands like Stanley, Skims, and Lululemon have also faced competition from more affordable lookalikes. However, Hermès did not respond to CNN's request for comment on the issue. These "dupes," as they are commonly called, have gained attention in recent years as consumers search for less expensive alternatives to well-known brands. According to Steven Moy, chief client officer at luxury consultant G & Co., this is an inevitable occurrence. He compares it to when automakers Toyota and Honda faced pushback for their luxury models, Lexus and Acura, respectively. While some may have to wait years to own a Birkin, Moy believes that wealthy consumers who are loyal to luxury brands will not be deterred by these duplicates.
In the case of Lululemon, the brand has even taken action against dupes, hosting a "dupe swap" in Los Angeles where they offered their black Align High Rise Pant 25" in exchange for a duplicate pair. However, not everyone sees the appeal of buying a look-alike product. One TikTok user pointed out that they wouldn't purchase a fake Birkin because they don't even care to own a real one. Despite the controversy surrounding dupes, they continue to gain popularity, with some users even questioning the authenticity of these products and the transparency of the manufacturers. For instance, Kamugo, the maker of one Wirkin, does not appear to have a website.
Moy believes that accessories like the Wirkin and fast-fashion companies make luxury more accessible, particularly for younger consumers who may eventually become loyal luxury shoppers. Ultimately, it comes down to what audience these brands want to serve. Do they want to reach a wider audience by offering more affordable options, or do they want to maintain their core audience of high-end shoppers? As reality TV star Bethenny Frankel aptly put it, "Walmart has given them entry, like 'here you go, here it is.' It's a similar shape, this one is more functional for your cross-body moms, and you are allowed to do this." It seems that "dupe culture" is taking over, and only time will tell how it will affect the luxury market in the long run.
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