A surge in viral TikTok videos has spurred false claims that luxury fashion items, traditionally associated with European craftsmanship, are actually made in China. This narrative, emerging amidst escalating trade tensions, undermines the perceived value of brands like Hermès and Chanel. Despite experts denouncing these claims, the reach of these videos—amplified by the hashtag #ChineseFactory—raises concerns amid declining sales in the luxury sector. The industry is facing scrutiny over its value proposition and authenticity as consumers increasingly question the origins of costly luxury items.
The narrative is particularly dangerous for the industry at a time of slumping sales, when consumers are already questioning the quality and provenance of increasingly costly luxury products.
Experts say the claims are largely false. Certainly, many European luxury brands do source components from China, but it's unlikely their real suppliers would jeopardise these valued relationships.
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