How the Viral Fake Birkin Bag Is Likely to Change Luxury Brand Marketing and Branding

A version of the popular Hermès Birkin bag sold at Walmart has taken off on social media, marking a big shift in the way luxury marketers think about cheaper versions of their products.

In recent weeks, a bag that resembles the Birkin bag has gone viral on social media. According to Sotheby’sa store-bought genuine leather Birkin bag starts at $9,000 and can sell for more than $30,000, depending on factors such as size, color, material and condition. The copied version of the bag, selling for around $80, is made by third-party sellers named Kamugo and Aidrani, and was sold on Walmart Marketplace. Walmart has since removed the bag list from its website.

The bag began to gain momentum when influencers such as Bethenny Frankel, Nia Chï and Meredith Swanson began posting its resemblance to the Hermès version on TikTok. The videos show that the quality of the bag is surprisingly good, contrary to what one might expect. For example, the front buckle and overall shape of the fake bag are similar to the Hermès version.

The fake Birkin raises questions about how luxury brands like Hermés protect their designs and whether more quality fake luxury bags will flood the market, which could have big implications for marketers.

“Many will argue that these dupes fill a gap in the market, acting as a marketing tool for the original while also catering to consumers who likely cannot afford or would not purchase the deluxe versions themselves,” said Brendan Gahan, CEO and co-founder of influencer marketing company Creator Authority. “They just reinforce the inaccessible nature of the original.”

Hermès, Walmart, Audrani and Kamugo did not respond to requests for comment.

Luxury marketers always focus on quality

Counterfeit designer bags have been around for years. Luxury brands have always solved this problem by marketing their products as authentic and with high-quality craftsmanship. Birkin bags are custom-made, and Hermés requires customers to sign up for a waiting list before they can purchase the bag. It is not uncommon for a client to remain on the waiting list for years.

This process means that true Hermés fans probably won’t buy the fake bag and will leave it on the waiting list, said Ana Andjelic, a brand executive, author and luxury marketing expert.

“Hermés has nothing to fear in the sense of this rarefied clientele who knows they waited three years for their limited edition Birkin,” Andjelic said.

Andjelic doesn’t think the fake version will impact Hermés’ profits, because the bags maintain a level of quality and craftsmanship that cannot be replicated.

“In visual culture, we can reproduce images. That’s why we have so many fakes, so many fakes,” Andjelic said.

How luxury brands can protect themselves

This raises the question of how luxury brands like Hermés can effectively protect themselves against their designs being copied or imitated by counterfeit brands.

The success of the fake Birkin shows that luxury brands must preserve the shape and design of their bags. According to ForbesHermès owns trademarks for the Birkin bag, notably for its distinctive shape.

If brands have the ability to file patents and trademarks, they should also participate in social media discussions about fake versions of their products, said Caila Schwartz, director of strategy and consumer insights at Salesforce.

Schwartz said handbags were the fastest-growing product category during the holiday season, showing strong performance throughout 2024, according to Salesforce data.

Fashion brands could take inspiration from beauty brands

Beauty brands can provide an example of how fashion brands should recognize cheaper versions of their products.

Beauty brands like e.lf. and MCoBeauty have leaned heavily into developing cheaper versions of high-end products, even doing much of their marketing for it.

“Could we see clothing and handbags start to move into where the beauty space already is? I think that’s potential,” Schwartz said.

Brands like Steve Madden and Mango are already doing this, creating quality copies of luxury bags at lower prices.

However, this trend should not harm genuine Hermès buyers.

“The unit economics of creating something high quality at this scale is insane,” Andjelic said.