One such video, which has garnered nearly 10 million views, features a woman claiming to sell yoga pants made in the same factory as Lululemon’s—offered for just $5 to $6, compared to the brand’s typical $100 price tag. “The material and the craftsmanship are basically the same because they come from the same production line,” she says while standing in front of textile machines.
Another clip shows a man on a factory floor claiming to source Louis Vuitton-style handbags directly from Chinese manufacturers—offering them to consumers for $50. There’s also a TikTok video doing rounds showing Birkin bags, and how $1400 Birkin bags can be bought in less that $100.
What Birkin, Lululemon and Louis Vuitton are doing
However, these luxury brands have pushed back. Louis Vuitton has repeatedly stated it does not manufacture products in China. Meanwhile, Lululemon told The Independent that only about 3% of its finished products are made in mainland China, and that its list of manufacturers is publicly available.
Experts say many of these TikTok videos are likely part of a broader strategy by counterfeit or “dupe” manufacturers hoping to capitalize on tariff-related confusion and push fake luxury goods into Western markets.
“They’re trying to conflate the fake manufacturers in China with the real manufacturers,” told Conrad Quilty-Harper, author of Dark Luxury, a newsletter focused on the luxury industry, to The Independent. He added, “They’re very clever with their social media, and they’re very effective at driving demand in the West.”
Some creators have also used their platforms to speak out against U.S. tariffs, suggesting the recent uptick in factory-to-consumer videos may be a response to impending policy changes. A key tariff exemption for imports under $800 is set to expire on May 2, potentially driving more direct-sales pitches before the deadline.
Despite skepticism over authenticity, some American TikTok users have embraced the videos for exposing what they see as the inflated pricing structures of luxury brands and for offering a workaround to avoid tariffs and domestic markups.
China remains the epicenter of the global counterfeit industry. In 2023 alone, U.S. Customs seized counterfeit goods with an estimated retail value of $1.8 billion. Estimates suggest that as much as 80% of the world’s fake products originate in China.
