He is not a Birkin.

It is a………Wirkin.

At the end of the year, Tik Tok went wild for a bag that the networks nicknamed Wirkin, writes Benjamin LEGOURD on LinkedIn.

A copy distributed by Walmart, the American chain of stores, of the iconic Hermès bag, for $78…

At a time when luxury is more inaccessible than ever, the networks have made this “dupe” an instant icon.

It seems that Walmart has been sold out on this copy several times and has removed it from sale.

But what does this mean for the future of luxury?

• Copying has always existed. It can be found everywhere, from the flea markets of Clignancourt to markets and souks around the world.
• It’s a safe bet that the new generations have an uninhibited relationship with these copies, favoring the look of their outfit more than the veracity of the product.

Here, the most surprising point lies in the fact that a global company, among the 1st American distributors, gives in to the fashion of dupes.

Even though it is well established, Walmart is behaving like a hacker and is taking the risk of a procedure launched by Hermès.

This raises questions both about the responsibility of distributors, in a complex economic environment, and about the level of protection of creation and intellectual property in today’s society.

What will be Hermès’ reaction?