Have you seen what’s been happening on tiktok!
There’s a significant trend on TikTok where Chinese suppliers are revealing the low production costs behind luxury brands like Hermes, Nike, Lululemon, amongst others, challenging the conventional perceptions of value and authenticity of these high-end brands.
Videos supposedly showing these luxury products being made in the same factories went viral, racking up millions of views overnight.
I know the question running through your mind right now, ‘what ignited this exposé?
The story goes beyond fashion – it begins with politics, power, and tariffs.
It started when Trump, on the 3rd of February, added an additional 10% tariff on all Chinese imports, building on the series of tariffs previously implemented during his first term (2017–2021) and those introduced under former President Joe Biden’s administration (2021–2025).
As if that was not enough, On the 5th of March, Trump increased the tariff rate on Chinese imports to 20%, doubling the previous rate. Later again, on the 2nd of April, he raised it by an additional 34%, bringing the total tariff to 54%!
As we all know, for every action, there must be a corresponding reaction. This triggered China, on the 4th of April, to announce its 3rd round of reciprocal action including a 34% additional tariff on all US goods, effective April 10, 2025.
While the Chinese Ministry of commerce announced the tariff in Beijing, their manufacturers took to the streets of tiktok to reveal their ‘secrets’ which in turn, also increased the popularity of their e-commerce websites and apps like DHGate, TEMU, Alibaba, all over the world. As a matter of fact, DHGate app is currently ranked 3rd among the top free iPhone apps in the US.
IMPACT ON LUXURY BRANDS AND CONSUMERS
No one is spared in this tariff fracas as both the operational costs for brands and the purchasing power of consumers have been significantly affected.
- Brand Integrity: Now than ever, luxury brands are more concerned about the proliferation of counterfeit goods, which can dilute brand value and consumer trust. Companies like Lululemon and Adidas, have already issued statements denying associations with these suppliers and cautioning consumers against purchasing counterfeit products.
- Economic Factors: High tariffs and economic challenges have made consumers more price-sensitive. Afterall, if the same $10 shirt is being resold for $400 just because it has a label, what really defines value?
The UNTAPPED NIGERIAN MANUFACTURING POTENTIAL
Conversely, some countries like Brazil saw opportunities to increase exports, particularly in sectors like agriculture, as China sought alternative suppliers.
This global trade reshuffling and the evolving landscape of manufacturing and e-commerce present both challenges and significant opportunities for Nigeria.
While China leverages its population, industrial base, and digital reach to dominate global trade, Nigeria continues to miss out on similar industrial breakthroughs.
Yet, we have everything needed:
- Skilled manpower
- A teeming agile population, which is considered one of the best globally
- Abundant raw materials
- Strategic location for exports within Africa
Take the Lakwandile leather market in Kano, for instance. Northern Nigeria boasts a robust tannery sector, supplying leather for both local and international markets. Indigenous brands like Winston Leather, is known for sourcing leather from local tanneries and has been a supplier to luxury fashion houses like Louis Vuitton and Ralph Lauren, over the years.This brands, and many others, are already crafting export-quality goods, but lack the digital infrastructure and trade-friendly policies that their counterparts in China use to scale globally.
Another enviable example is in Aba, a significant manufacturing hub for MSMEs located in Eastern Nigeria. The Ariaria International Market is a testament to its strong local manufacturing base. Here, manufacturers are seen producing shoes, clothes, and bags that rival foreign imports, everyday.
According to a 2023 report by the Nigerian Bureau of Statistics, Aba’s local shoe industry alone generates over N20 billion annually, yet remains underfunded and under-promoted.
Coming down to the South-western part of the country, Lagos and Ogun states have a vibrant history in Nigerian textile manufacturing, contributing significantly to the nation’s economy and cultural identity.
Adire (tie-dye and batik) and Ankara (wax prints) are popular traditional fabrics, and both states are important for their production and use.
Organizations such as the Aso-Oke Weavers Cooperative in Ogun State, Nike Art Gallery & Textile Studio in Lagos, and Da Viva, are a great testament to this.
If Nigeria can support local manufacturers the way China does – by providing access to finance, reliable infrastructure, and digital tools, then we too can position ourselves as a global force in fashion and trade.
China has made fashion and trade a strategic national priority, merging smart industrial policies with viral marketing. It’s high time Nigeria took a similar approach to empower its producers and unlock the full potential of our manufacturing sector.
Now, To Answer If All Luxury Brands Are Made in China?
Not all, but a surprising majority of components, textiles, and even final assembly of luxury goods happen in Chinese factories. The “Made in Italy” or “France” label often masks the reality that Chinese manufacturers play a central role in the global fashion supply chain.
And if they can go viral for showing what’s behind the scenes, then why can’t Aba, Kano, Lagos, do the same?
The opportunity is clear. As global consumers become more value-conscious, Nigeria must rethink its place in the fashion and trade ecosystem.
Because we don’t just need to import luxury brands, we can start creating it.
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