Several major fashion brands have responded to viral Chinese videos that claim consumers can buy their luxury products at significantly lower prices directly from factories purportedly responsible for manufacturing them.
The emergence of these videos follows the escalation of the U.S.-China trade war initiated during Donald Trump’s presidency, which imposed steep tariffs—reportedly as high as 245 percent—on Chinese goods. These tariffs have made Chinese-manufactured products considerably more expensive for American consumers.
Since the trade conflict began, Chinese TikTok creators, including influencers and factory workers, have published numerous videos mocking the United States for its heavy reliance on Chinese manufacturing. Some of these videos go further, claiming that consumers can bypass official retailers and purchase authentic products—such as those from popular high street and luxury brands—directly from Chinese factories at a fraction of the retail cost.
One widely circulated example suggests that Lululemon yoga pants, which typically retail for £76, could allegedly be bought for just £4.55 directly from the factory. These videos, amassing millions of views, often display products that closely resemble those from well-known brands, encouraging viewers to buy “the real thing” at factory-level prices.
In response to the viral trend, companies like Lululemon and Adidas have firmly denied the legitimacy of these claims. According to a report from The Times, both brands have labelled the products shown in the videos as counterfeit.
Lululemon clarified that it does not collaborate with the manufacturers identified in the online content. The company urged consumers to be vigilant about misinformation and the risks associated with counterfeit goods. It also recommended checking its publicly available supplier list to verify where its products are genuinely manufactured.
Similarly, Adidas emphasized that its products are not distributed directly by its suppliers. The company reinforced that consumers should only purchase Adidas items through official retail channels to ensure authenticity.
Despite the allure of steep discounts, experts and brand representatives warn against trusting such online claims. While the notion of saving large sums on premium products may be tempting, the brands reiterate that such offers often fall into the category of “too good to be true.”
Furthermore, consumers risk receiving substandard or fake merchandise and may find themselves with little to no recourse for refunds or complaints. As the fashion companies stress, official sources remain the safest and most reliable way to purchase authentic branded goods.
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