Questioning Potential Overstepping Boundaries: Is Walmart's $78 'Wirkin' Bag Challenging Hermès' High-End Birkin?
Questioning Potential Overstepping Boundaries: Is Walmart's $78 'Wirkin' Bag Challenging Hermès' High-End Birkin?
TikTok has been buzzing about it.
Walmart's "Workin'" has entered the chat.
This holiday season, Walmart was offering two collections, the KAMUGO and the Aidrani, online, which featured a series of leather handbags that bore a strong resemblance to one of the most popular, if not the most famous, bags worldwide: the Hermès Birkin.
So, what is a Birkin Bag?
The Hermès Birkin is a "globally recognized symbol of luxury and wealth," with price tags ranging between $10,000 and $400,000. These bags have become so expensive (and 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.
The handbags on Walmart's website were available at a more affordable price, between $78 and $102, and featured different styles and color options, including green, orange, blue, and iron gray. These handbags have been gaining attention on social media for their striking resemblance to the sought-after Hermès Birkin bags.
Even though Walmart did not once refer to the bag as a Birkin in any way, shape, or form, the internet has given it its own name. The handbag is now being referred to as the “Walmart Birkin Bag,” or the “Wirkin” (a combination of “Walmart” and “Birkin”). It's being seen as a budget-friendly alternative to the Hermès Birkin.
However, reactions have been mixed. Budget-conscious consumers are excited about the opportunity to own a bag that looks so similar to the one they've longed for, while celebrities and Birkin owners are questioning how this bag made it to the market in the first place, given its similar design structure to the trademarked Birkin design.
To gain some insight, I spoke with a longtime Hermès collector and brand enthusiast, Angelique Chamberlain. She shared her thoughts on the “Wirkin” vs. Birkin conversation.
“There’s a whole culture and process of buying a Hermès bag—Birkin, Kelly, or Constance. You can’t just walk in and buy a Hermès quota bag. You work with your Hermès sales associate to pick out your bag’s leather, hardware, color, and style. It’s not just about how much you spend at the store; it’s also about your love and appreciation for the brand.”
She went on to say, “Walmart’s similar-looking ‘Wirkin’ bag is not luxury, based on the price point. Although the TikTok craze for the ‘Wirkin’ will eventually fade, if you are a collector of affordable handbags, the ‘Wirkin’ could be a great choice.”
Does Affordability Dilute Luxury?
I spent a few years living in Geneva, Switzerland, working for one of the world’s most prestigious luxury brands. Based on my experience, I can say that there’s been an ongoing debate as to the balance between inclusivity and exclusivity within product lines, price points, and the size and availability of a given collection. This public dialogue is different than the conversations that usually take place within company leadership.
The Walmart brand, even though not as exclusive as Hermès, is extremely influential when it comes to consumer purchasing decisions. Given that they are selling these bags through third parties, there’s no doubt that their brand is adding to the popularity of the “Werkin” (a combination of “Walmart” and “Birkin”). On the other hand, Hermès has to deal with duplicates being created all the time. Yet, with Walmart’s scale, is it possible that they’re impacting the exclusivity of the Birkin?
While some 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 - that's not entirely accurate. Based on their latest financials, Walmart is attracting more high-income shoppers.
And, of course, there are people who, even if they could afford a Birkin, might choose to spend their money on something else.
When I asked Ms. Chamberlain if she thought the ‘Wirkin’ would impact the perception of the Birkin in the long or short term, her answer was straightforward:
“I don’t think it will have an impact on the actual Birkin. Purchasing an Hermès bag is like being offered to buy a piece of art. It’s an exclusive community to be part of—and I don’t think that will change.”
Maybe one day, the ‘Wirkin’ will be seen as a piece of art, at least in its own right.
- Despite the controversy, the Walmart handbags, often referred to as the "Wirkin" due to their resemblance to the Hermes Birkin, have gained significant attention on social media for their affordable prices, starting at just $78.
- Despite being a budget-friendly alternative to the Hermes Birkin, which is a globally recognized symbol of luxury and wealth, the Wirkin bags do not share the same design structure or the exclusive buying process associated with Hermes handbags.
- Even renowned luxury brands face challenges with duplicates being created, as seen with Walmart's Wirkin handbags, which closely resemble the Hermes Birkin, but the scale and influence of Walmart cannot be ignored in terms of affecting the exclusivity of the Birkin bag in the market.