Hermès remains unfazed by viral dupe trends, swiftly eliminating cheap replicas from mainstream markets.
Hermès has always occupied a distinct space in luxury fashion, its status underscored by exclusivity, craftsmanship, and an unwavering resistance to imitation. As counterfeit products and viral “dupes” flood the market, Hermès stands uniquely positioned as the industry’s ultimate dupe dodger, using a meticulous blend of scarcity, innovation, and rigorous enforcement to protect its prestige.
In our recently published article, “Hermès Raises Bag Production On Surging Demand,” we highlighted the brand’s decision to lean into momentum rather than wait for economic clouds to clear. Days after overtaking LVMH as the luxury market’s most valuable listing, Hermès confirmed plans to lift handbag output, responding to surging demand that propelled a 9 percent increase in first-quarter revenue and pushed its market value to $276.3 billion. Leather goods drove much of this growth, with sales in the division rising 10 percent, bolstered by new offerings like the Médor and Mousqueton bags.
Despite increasing production capacity, Hermès remains strategic about scarcity. Each Birkin bag continues to be handmade in strictly limited quantities, and the company deliberately caps annual leather goods output growth at around 7 percent. Executive Chairman Axel Dumas openly acknowledges that demand still surpasses what Hermès artisans can produce—a rarity the company views as an advantage. Controlled scarcity not only heightens desirability but makes unauthorized replicas easier to identify.
To maintain product authenticity, Hermès has adopted advanced technological solutions. In 2021, the brand embedded discreet chipless RFID tags in its handbags and accessories. Undetectable to consumers yet traceable by experts, these tags significantly complicate counterfeit efforts. The brand also actively collaborates with the U.S. Customs and Border Protection to intercept counterfeit products before they enter the market. By officially registering its trademarks and designs, Hermès has enabled authorities to seize illegal imports effectively. Notably, in September 2024, customs officers in Delaware intercepted 26 counterfeit luxury handbags falsely branded as Hermès, collectively valued at over $150,000. The rise of viral dupes presents a fresh challenge, one Hermès leadership openly addresses. Late in 2024, a Walmart tote closely resembling the iconic Birkin—nicknamed the “Wirkin”—went viral on TikTok, swiftly selling out at roughly $80 each. Hermès CEO Axel Dumas expressed clear irritation: “Making a copy like this is quite detestable—it’s stealing the creative ideas of others,” he said during an earnings call, emphasizing the company’s firm stance against counterfeits. Hermès acted swiftly; by January 2025, these viral dupes had largely disappeared from Walmart’s marketplace.
While luxury brands continue to grapple with dupe culture, Hermès’ measured strategies reinforce its unmatched reputation at the pinnacle of the luxury market.
