What the Chinese TikToks 'exposing' designer brands mean for luxury

The wave of videos purportedly showing the manufacturing process of high-end brands has led to a relook at the ever-evolving definition of luxury for consumers

- Amanda Chai

The fashion industry has been rocked by a wave of Chinese TikToks "exposing" luxury brands in recent weeks.

A response to United States President Donald Trump's tariffs of 145 per cent against China, these viral videos are fronted by supposed factory workers, brand owners and sourcing agents who claim to be the Chinese manufacturers behind Europe's most prestigious luxury brands.

Others have gamely revealed the names and addresses of factories in China responsible for supplying to Lululemon, Birkenstock, Zara and other high-street brands.

A video from the now-removed account Sen Bags racked up millions of views before it was deleted. The speaker broke down the "true cost" of making an Hermes Birkin: US$1,400 (S$1,840), less than one-tenth of the retail price.

In another, he showed handbags in every recognisable silhouette from the top fashion houses - Hermes, Chanel, Louis Vuitton, Gucci.

"As the USA and its little European brothers are trying to refuse Chinese goods, don't you think luxury brands are not trying to move their OEM (original equipment manufacturers) out of China? Yes, they did, but they failed - because the OEM factories out of China don't have good quality control and don't have as good craftsmanship," he said confidently.

He then advertised the brand's website to sell directly to consumers. Why not cut out the middleman and get a deal, to soften the blow of the tariffs?

Mr Trump seemingly did a U-turn on April 23 and said his tariffs on China would come down "substantially", but the damage has been done.

The direct-to-consumer prices sound almost too good to be true. Could they be the real deal?

The short answer is no.

It would be hasty to rule out the possibility of a luxury brand outsourcing parts of its production to factories in China.