A significant shift in consumer values appears to be underway among Gen Z, with traditional luxury items like the Hermès Birkin bag losing ground to experiences and fitness pursuits. This generation, currently navigating the complexities of post-pandemic life and a challenging economic landscape, is increasingly finding status not in high-end accessories but in accomplishments like running a marathon. This evolving preference presents a notable challenge for established luxury brands such as Gucci, Louis Vuitton, and Hermès, which have historically relied on aspirational purchases.
The numbers illustrate this change vividly. The 2025 New York City Marathon, for instance, saw a record 59,226 participants, with the 25-to-29-year-old demographic forming the largest cohort, representing nearly 25% of all runners. This marks a substantial increase from 2022, when less than 17% of marathon finishers were under 30. Such participation rates suggest a burgeoning interest in physical endurance and community-based activities over the solitary pursuit of material possessions. Influencers like Chloe Hechter, who noted in a TikTok post that saying one is running the New York City Marathon confers “huge clout” in the city, reflect this cultural pivot.
This reorientation of priorities is not accidental. Gen Z came of age amidst the COVID-19 pandemic, experiencing a period characterized by financial instability and heightened social isolation. This environment fostered a desire for affordable hobbies and a craving for community, leading many to discover solace and connection in fitness groups and running clubs. As Jessica Ramírez, cofounder of the retail trend firm the Consumer Collective, explains, running offers an accessible entry point into physical activity and provides a vital social outlet, addressing the loneliness epidemic that disproportionately affects this demographic. 
The broader luxury market is already feeling the repercussions of these shifting preferences. A report from Bain & Co. in early 2025 indicated a 3% dip in luxury spending, alongside a loss of approximately 50 million customers. Personal luxury goods, including high-end handbags and apparel, experienced their first contraction in 15 years, excluding the pandemic era, falling from $435 billion in 2023 to $429 billion in 2024. Even industry leaders like LVMH CEO Bernard Arnault have publicly acknowledged the impact of geopolitical tensions and economic uncertainty on the sector.
For Gen Z specifically, the appeal of a Birkin bag seems to have waned considerably. A late 2025 Vogue Business survey revealed that 72% of Gen Z luxury shoppers would prefer a Walmart “Wirkin” dupe over an authentic Hermès Birkin. This preference is often attributed to the generation’s financial constraints, making high-ticket items less attainable and, consequently, less valued. The pursuit of fitness, conversely, aligns with a broader trend among Gen Z toward “analog islands”—a conscious move away from constant digital engagement towards tangible, real-world experiences like vinyl records and physical books. Pamela Paul, author of *100 Things We’ve Lost To The Internet*, observes that younger generations are seeking out these low-tech, in-person environments as a counterpoint to their digitally saturated lives.
Beyond affordability and community, a strong health consciousness also drives Gen Z’s engagement with fitness. This generation consumes less alcohol than millennials and actively seeks out protein-rich beverages. An ABC Fitness report from 2024 highlighted that 73% of active Zoomers are members of a health club or gym, a higher percentage than both millennials (72%) and Gen Xers (54%). Ramírez emphasizes that this pivot toward sports is not a fleeting trend but a “lifestyle shift,” indicating a more fundamental change in values.
While traditional luxury brands face headwinds, some are adapting by offering “bite-sized luxuries” and experience-based products. Prada, for example, has opened a café at Harrod’s, serving lattes with Miu Miu logos, a move designed to appeal to Gen Z’s desire for smaller indulgences and relatable brand engagement. This strategy aims to build loyalty, hoping that as this generation accumulates wealth, they will gravitate towards these brands for larger purchases. The ongoing challenge for Gucci, Louis Vuitton, and Hermès will be to navigate this evolving landscape and connect with a consumer base whose definition of status is increasingly tied to personal achievement and well-being rather than overt displays of wealth.
