TikTok has spoken.
Walmart’s “Wirkin” has entered the chat.
This holiday season, the world’s biggest retailer, Walmart, launched the KAMUGO & the Aidrani Genuine Leather Handbags for Women collections.
The collections consist of a series of leather handbags that look quite similar to one of the most famous, if not the most famous, bags in the world: the Hermès Birkin.
What exactly is a Birkin Bag?
The Hermès Birkin is a “globally recognized emblem of status and wealth,” with price points between $10,000 and $400,000. These bags have become so expensive—not to mention hard to acquire—that their value has grown faster than both the S&P 500 and the price of gold, with a return on investment of 500% over 35 years.
Walmart’s version, which is made of genuine leather, was introduced with a price tag between $78 and $102, and it comes in three different styles and four color options, including green, orange, blue and iron gray. The handbags are gaining attention on social media for its striking resemblance to the coveted Hermès Birkin bags.
Though Walmart hasn’t once referred to the bag as a Birkin in any way, shape or form, the internet has opinions. The handbag is now being referred to as the “Walmart Birkin Bag,” or the “Wirkin” (a combination of “Walmart” and “Birkin”), and it’s being seen as a budget-friendly alternative to the Hermès Birkin. Critics on both sides have become very vocal. Budget-conscious consumers are celebrating the opportunity to have a bag so close in appearance to the one they have longed for, while celebrities and those who own a Birkin are wondering how this bag even made it to market, due to its similar design structure and aesthetic to the trademarked Birkin design.
To get some insight, I spoke with a longtime Hermès collector and brand aficionado, Angelique Chamberlain, to share her thoughts on the “Wirkin” vs. Birkin conversation.
“I started to engage with Hermès because I felt I was at a stage with my career and position in life where I could afford it, and it made sense. There is a whole culture and process of buying a Hermès quota bag, as they are known—Birkin, Kelly and Constance. For the most part, you can’t walk in and buy a quota bag. You work with your Hermès sales associate to pick out your bag’s leather, hardware, color and style. It isn’t just about how much you spend at the store—it’s also about your love and appreciation of the Maison (brand).”
She continued, “Walmart’s similar-looking ‘Wirkin’ bag, it is not luxury, based on the price point. But it’s important to know Walmart also sells authentic Hermès. Although the TikTok craze for the ‘Wirkin’ will soon fade from culture, if you are a collector of accessible handbags, the ‘Wirkin’ is a cute choice.”
Does Inclusivity Water Down Exclusivity?
I spent a couple of years living in Geneva, Switzerland, working for one of the world’s most renowned purveyors of luxury. Based on my experience, I can say that there has been a longstanding, ongoing debate as the face of luxury changes. What is the balance between inclusivity and exclusivity as it relates to product lines, price points and the quantity and availability of any given collection? One of the larger questions, should exclusive items even be sold online? Those conversations typically take place among leadership, in internal safe spaces, so this public dialogue is different.
Walmart’s brand, although not exclusive like Hermès, is very powerful and influential when it comes to consumer buying decisions. And given the fact that they created this bag, there’s no doubt that their brand is contributing to the popularity of the “Wirkin.” On the other hand, Hermès is in a position where they deal with dupes being created all the time. Yet, with the scale of Walmart, is it possible that their inclusivity in this area will affect the overall exclusivity of a Birkin?
While one might argue that most people who can afford a Birkin don’t shop at Walmart, and those who shop at Walmart typically can’t afford a Birkin – you would be incorrect. Based on their latest earnings, Walmart is winning with higher income shoppers.
And of course, there are people who, even if they could afford a Birkin, would choose to spend the money on something else.
When I asked Ms. Chamberlain if she thought the “Wirkin” would affect perception of the Birkin in the long or short term, her answer was clear:
“I don’t think it will have an impact on the actual Birkin. Being offered to buy an Hermès bag is like being offered to buy a piece of art. It’s an exclusive community to be a part of—and I don’t think that will change.”
Maybe one day the “Wirkin” will too be looked at as a piece of art, albeit a print vs an original.
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