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Agenda-setting intelligence, analysis and advice for the global fashion community.

Luxury Has a Fake News Problem. Is Silence the Right Strategy?

Hermès, Chanel and Louis Vuitton are among the luxury megabrands that have largely remained quiet amid a flood of viral TikToks falsely suggesting their bags are made in China.
Content creators on TikTok are falsely claiming luxury brands manufacturer in China.
Luxury brands are under attack on TikTok from content creators falsely claiming their products are made in China. (BoF/TikTok)

Luxury

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Further Reading

‘Trade War TikTok’ Takes Aim at Luxury

Chinese creators claiming to manufacture for luxury brands have gone viral on the platform, offering cut-price ‘dupes’ in response to Trump’s punitive tariffs on the country.

Fixing Luxury’s Value for Money Problem

As consumers sober up from post-pandemic exuberance and luxury’s value proposition faces increased scrutiny, brands need to take action on creativity, quality and pricing, writes Luca Solca.

Are Luxury Brands Still Worth It?

Luxury’s results ‘superweek’ underscored just how far consumer demand has fallen. Macroeconomic gloom is part of the problem, but there may be deeper issues with big luxury’s value proposition.

About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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