Walmart's replica of the Hermès Birkin bag has become an online sensation
Affordable replicas of luxury items, like the leather handbag on Walmart's website, serve as an affordable alternative to high-priced brands such as Hermès. These duplicates, often dubbed as "ManyWirkins," have gained popularity, selling out after buzz on social media.
High-end brands, like Hermès, remain popular but are generally out of reach for the average consumer due to their steep prices. Despite this, people are still eager to indulge, leading to the appeal of less expensive, high-quality imitations.
Fashion influencers contribute to the hype surrounding these look-alikes, especially with the rise of online shopping and affordable shipping options, making them more accessible than ever. Hermès itself does not sell its bags online, but companies like Maison de Luxe, based in Los Angeles, list Birkin bags for sale, ranging from $26,500 to $399,999.
Original Birkin bag buyers have even filed a lawsuit in March, alleging that to purchase a Birkin bag, one must first purchase other Hermes accessories and items, effectively adding to the cost.
However, more affordable alternatives like the Walmart Birkin, also known as a Wirkin, sell for as little as $78. Kamugo, the manufacturer of one Wirkin, uses genuine cowhide leather for the outer part while using synthetic leather inside the bag to keep costs low.
Brands like BESTSPR, YMTQ, and Judy, among others, also sell similar totes on Walmart's site. "The Walmart Birkin bag is called a Wirkin and it’s for the Wirkin class" – a TikTok user wrote in a popular post.
Walmart did not comment on CNN's request for comment.
Missing out on consumers
The Birkin handbag is an example of a luxury item with an exclusive reputation. Many celebrities, such as Beyoncé, Cardi B, and the Kardashian family, are devotees of the Birkin bag, posting photos and singing about them. During the pandemic, a Birkin bag made from crocodile skin sold for nearly $390,000 at auction. The original Birkin bag was designed with the spacious capacity needed by a young mother, British actress Jane Birkin, in 1984, according to Hermes' website.
Hermès is one of the top luxury goods companies by sales, with a 32% increase in 2022— boosted by new stores in New York and Austin, Texas. Leather goods and saddlery products, primarily led by the Birkin bag, accounted for 42.8% of the company's revenue in 2022.
Consumers who purchase at least one luxury item per year and spend between $3,000 and $10,000 annually account for half of luxury brands' revenue, according to consulting giant McKinsey & Co. These consumers, often referred to as "luxury class," may have unintentionally been tapped into by Walmart and brands like Kamugo, offering more affordable alternatives to luxury items.
Reality TV star Bethenny Frankel posted on TikTok, saying "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're allowed to do this."
'Dupe' culture takes over
Hermès is not the only brand facing competition from affordable look-alikes. Pricey brands such as Stanley water bottles, Skims bodysuits, and Lululemon leggings have also faced challenges from less expensive, but remarkably similar, alternatives.
"Dupes," which are affordable alternatives to well-known brands sans fake logos (meaning the items are not counterfeit) have garnered more attention online in recent years. The phenomenon of dupes has been reminiscent of how automakers Toyota and Honda faced backlash for their luxury models, such as Lexus and Acura.
Some consumers have waited years for a Birkin bag, but wealthy consumers who are loyal to luxury brands like Hermès will continue to shop, Moy added, referring to Steven Moy, chief client officer at luxury consultant G & Co.
"The true ultra luxury, in that case, won’t be affected in the short run," Moy said.
Brands like Lululemon have responded to dupes by organizing "dupe swaps," such as exchanging their black Align High Rise Pant 25” for a duplicate pair. Social media debates arise over the merit of buying look-alikes, with one TikTok user posting, "wouldn’t buy a fake one because I don’t even care to have a real one."
Inexplicable replica producers frequently operate with minimal transparency, leading several brands to lack a crystal-clear origin for their stores. Kamugo, for instance, seems to lack a discernible web presence.
As Moy points out, replicas and fast-fashion outfits contribute to making luxury goods more affordable, primarily appealing to younger demographics who might eventually gravitate towards high-end brands.
"There's no absolute right or wrong response," Moy remarks. "It all boils down to the target audience you wish to cater to. Are you aiming to captivate these populations or keen on retaining your primary audience?"
CNN's Ramishah Maruf played a pivotal role in compiling this report.
Brands like Lululemon may organize "dupe swaps" to address the availability of affordable alternatives to their products, but Hermes itself does not sell its Birkin bags online, leading consumers to seek out more affordable alternatives on platforms like Walmart. The rise of online shopping and affordable shipping options has made these imitations more accessible, attracting a market of consumers who want to indulge in luxury items without the high price tag.
