The desire for inexpensive knockoffs of pricey viral clothing, accessories, makeup and other products is surging among Gen Z and millennials as many struggle with the ongoing cost-of-living crisis. At the same time, however, a growing number of these teen to early 40-something consumers are reframing the so-called “dupe culture” popularized by TikTok to emphasize value and quality, rather than rushing to collect as many replicas of high-end products as possible.
This shift in Gen Z and millennials’ perception of “dupe culture” came to a head late last month with the TikTok frenzy around the “Walmart Birkin,” a purse modeled after the exponentially more expensive Hermès Birkin handbag. The so-called Walmart Birkin, often abbreviated to the “Wirkin,” retailed for about $80 on Walmart’s website before the social media buzz around the handbag led it to sell out. The price of an Hermès Birkin purse starts at roughly $10,000.
Between Dec. 25 and Jan. 12, the Wirkin was mentioned roughly 6,300 times across social media platforms and news outlets, according to media monitoring platform Meltwater.
While the virality of the Walmart Birkin was fueled by the purse’s resemblance to a much pricier luxury item, the TikTok creator whose videos set off the Wirkin craze told Ad Age she was drawn to the purse because of the value it offered at an affordable price rather than wanting to pass off the Wirkin as a genuine luxury handbag.
“While dupes are great, I think that most people are probably now trying to find just their version of luxury, something that makes sense for them,” said Jessica, who goes by @Jessi.My on TikTok and requested her last name not be used. “You don’t expect to be getting Hermès quality at Walmart. But maybe it doesn’t need to look like something else—it just needs to make people feel good and proud to carry.”