An “affordable Birkin” used to be an oxymoron, but a knock-off of the ultra-expensive purse has made its way onto Walmart’s shelves and TikTok feeds. Walmart’s sold out “Kamugo” tote costs $78 to $102 depending on its size, undercutting Hermès’ iconic Birkin by thousands of dollars.
The copycat bag caught TikTok’s attention not just because it’s a solid dupe made of real leather. The bag’s affordability also has TikTokers questioning the ethics of ultra-expensive bags — and debating whether Hermès has taken exclusivity too far.
One TikToker called Birkin bags a “display of wealth” and a “class status symbol,” arguing that the bag’s namesake Jane Birkin only had one Birkin bag that she wore “to the ground.” In other words, these TikTokers don’t think bags should be so expensive that people collect and display them instead of actually using them.
US District Court Judge Jennifer Rochon recently agreed that bags are meant to be used in her ruling against Coach and Kate Spade parent Tapestry’s proposed acquisition of Versace and Michael Kors parent Capri Holdings.
Rochon said, “Downplaying the importance of handbags as nonessential discretionary items that consumers can simply choose not to buy if the price is too high ignores that handbags are important to many women, not only to express themselves through fashion but to aid in their daily lives.” Rochon said that people need and use bags to carry items for work, personal hygiene, and kids.
But for many, Birkins aren’t used to carry anything. Instead, they’re a store of value — an investment that’s kept locked up in a temperature-controlled closet. There’s a reason for that: one study found that the average Birkin’s price rises 16% annually, 6% more than the S&P 500’s historical average.
Other bag makers are following Birkin’s example by building up the prices of their most popular purses. LVMH-owned Louis Vuitton came out with a $1 million made-to-order duffel, and Chanel has nearly doubled the price of its classic flap bag in four years.
Meanwhile, Birkin customers renewed an antitrust lawsuit related to Hermès’ exclusive selling practices, alleging the company only sells Birkins to customers that have spent gobs of money on other Hermès products.
So while consumers are building up affordable, accessible dupes online, they’re also looking to knock the real items down a notch and force brands to make them a little less exclusive.
