During a recent announcement of Hermès' annual results, CEO Axel Dumas expressed annoyance regarding the rise of Walmart's 'Wirkin' bags, which have gained popularity among TikTok users as Birkin dupes. Despite not being counterfeits, as they are not marketed as real Birkins, Dumas highlighted concerns about the lack of originality. Nonetheless, he found it 'touching' that many aspire to own a true Birkin, which start at $10,000. He acknowledged that the existence of such lookalikes, while irritating, reflects an admiration for the luxury brand.
"Making a copy like this is quite detestable—it's stealing the creative ideas of others," Dumas said, emphasizing the importance of originality in luxury branding.
Dumas expressed that while the $80 Wirkin bags are not counterfeits, they irritate him as they diminish the value of Hermès' creative work.
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