Embryo Case: The Wirkin: Walmart Consumers and Luxury Goods

“In some instances, products may no longer be available; we invite customers to continue
exploring our expansive selection and uncover new alternatives.” (Dallasobserver.com, 2025). It
was early 2025 and the “Wirkin” was no longer available on Walmart’s shelves or online site. In
late 2024, the general public had become aware of the handbag,” Walmart's budget-friendly
alternative to the iconic Hermès Birkin. The Wirkin was priced around $80 compared to the
original Birkin Bags, which were priced anywhere from $15,000 to $30,000. Walmart had been
selling the Wirkin through brands like Kamugo and Bestspr for nearly a year, both online and in
select stores, without much public attention (Glamour, 2024). That changed in December 2024,
when TikTok creator @styled.by.kristi posted a video highlighting the bag’s resemblance to the
Hermès Birkin (Glamour, 2024). Her video went viral with more than 10 million views by the
end of 2024, sparking a wave of content from users styling the Wirkin as a luxury “dupe” and
praising its accessibility. Hashtags like #WalmartBirkin and #Wirkin quickly gained traction,
and within a week of the post, the bag had sold out online in every color, with store shelves
clearing out soon after. What began as a relatively obscure product became a viral fashion
moment, driving significant traffic to Walmart’s fashion category. Walmart released their vague
statement about the missing item, but they needed to understand the possible repercussions of the
hype and subsequent sellout.