Why the viral popularity of Chinese suppliers on TikTok has cracked the veneer of luxury

Over the past few days, there has been an impressive stream of videos from TikTokers dispensing their best advice on finding low-priced fashion items. Sales platforms, supplier names, photos of workshops, and information promoting Made in China are circulating unchecked. Fakes, dupes, or the real thing, it's hard to tell with just one click. However, it's clear that the trade war between the United States and China has caused an explosion in demand for luxury products at lower prices online. The main reason for this frenzy is the pricing power that luxury brands have been using excessively since the end of Covid, taking advantage of revenge buying.

This overvaluation of brand image to defend price increases that are too high in relation to perceived value has cracked the veneer of luxury. Consumers have lost confidence as a result of unjustified price increases. The trend for fakes has therefore accelerated. These are not copies, but their design is sufficiently inspired by major luxury brands to implicitly reference them. Manufactured in China, or even in Europe, they are often made in workshops with impressive expertise. Luxury Tribune has published an in-depth article on this subject, with the help of a lawyer specialising in intellectual property rights, to clearly explain the collateral effects of a dupe.

There is no doubt that the luxury industries must mobilise, refocus their efforts on the pursuit of high quality, and put the necessary energy into re-explaining and promoting their in-house expertise, opening up their workshops and welcoming consumers to experience something other than a marketing experience.. It is time for luxury to reclaim the upper hand.