Gen Z has dismissed dreams of owning a Birkin bag and has picked up sneakers instead. As luxury struggles to woo a young generation of consumers who have not yet accumulated enough wealth to drop five figures on a handbag, the cohort of twentysomethings has instead become enamored with more affordable fitness activities.
“If you have the ability to get up before work or after work and train and have running shoes, and you can do that, I mean major props to you,” New York City influencer Chloe Hechter said in a recent TikTok about the city’s “status” symbols. “I feel like saying that you ran—or that you run, or that you’re going to run—the New York City Marathon is huge clout in New York.”
