How the Viral Fake Birkin Bag Is Likely to Change Luxury Brands’ Marketing and Trademarking

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

In recent weeks, a bag that looks like the Birkin bag went viral on social media. According to Sotheby’s, a genuine leather Birkin bag bought directly from the store starts at $9,000 and can sell for over $30,000, depending on factors such as size, color, material, and condition. The copycat version of the bag sold for about $80, is made by third-party sellers named Kamugo and Aidrani, and was sold on Walmart’s marketplace. Walmart has since pulled the bag’s listing from its website.

The bag first started to gain steam when influencers including Bethenny Frankel, Nia Chï, and Meredith Swanson started posting on TikTok about its resemblance to Hermès’ version. 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 is similar to the Hermès version.

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

“Many may argue that these dupes are filling a gap in the market—acting as a marketing tool for the original while filling the needs of consumers who likely cannot afford or wouldn’t purchase the luxe versions themselves,” said Brendan Gahan, CEO and co-founder of influencer marketing firm Creator Authority. “They’re simply reinforcing the unattainability of the original.”

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

Luxury marketers are still playing up quality

Designer knockoff bags have existed for years. Luxury brands have historically tackled this problem by marketing their products as the real thing with high-quality craftsmanship. Birkin bags are custom made, and Hermés requires that customers get on a waitlist before they are able to buy the bag. It’s not unusual for a customer to be on the waitlist for years.

This process means that real Hermés fans aren’t likely to buy the fake bag and will stick it out on the waitlist, said Ana Andjelic, a brand executive, author and luxury marketing expert.

“Hermés has nothing to worry about in the sense of that rarefied clientele who know that they waited three years for their limited-edition Birkin,” Andjelic said.

Andjelic doesn’t believe the fake version will impact Hermés’ profits because the bags maintain a standard of quality and craftsmanship that cannot be duplicated.

“In the visual culture, you can replicate images. That’s why we have so many counterfeits, so many knockoffs,” Andjelic said.

How luxury brands can protect themselves

This raises the question of how luxury brands like Hermés can effectively protect themselves from having their designs copied or imitated by knockoff brands.

The fake Birkin’s success shows that luxury brands need to safeguard their bag shapes and designs. According to Forbes, Hermès holds trademarks for the Birkin bag, including for its distinctive shape.

While brands have the option to file patents and trademarks, brands should also be participating in social media chatter about the fake versions of their products, said Caila Schwartz, director of consumer strategy and insights at Salesforce.

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

Fashion brands may take a cue from beauty brands

Beauty brands may give an example of how fashion brands should acknowledge cheaper versions of their products.

Beauty brands like e.lf. and MCoBeauty have heavily leaned into developing cheaper versions of high-end products, even making it a big part of their marketing.

“Could we see apparel and handbags start to get in on that where the beauty space already is? I think it’s a potential,” Schwartz said.

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

However, this trend is not expected to detract from the genuine shoppers of Hermès.

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