- Hermès, a luxury Italian brand that's existed for decades, is getting Gen Z's attention, a new poll says.
- The company is known for its highly-coveted Birkin bag that's dominating the resale market.
- Young shoppers have shown they're more loyal to luxury brands than their parents.
Gen Z has some seriously expensive taste, especially considering half of them aren't out of college yet.
A recent poll by Ad Age found that the top brand getting the attention of those born between 1997 and 2012 is Hermès in the first quarter of 2024. The luxury Italian brand is known for its exclusive and highly-coveted handbags like the Birkin and Kelly bags.
Gen Z and millennials have led the charge in driving up sales in the luxury market, so it's no surprise that a brand known for fetching five figures for bags is at the top the list.
And the secondhand market looks to be where it's at for young shoppers.
In 2023, TheRealReal reported that the Birkin bag had the highest resale value with a 127% return on investment and that demand for "fair condition bags" was up 130%.
Shopping for a brand new Birkin isn't as easy as scrolling an app. Hermès is in hot water over its sales practices that some say require clients to spend money on other products before they can purchase the in-demand Birkin bag.
Over the past year, Hermès' stock has outpaced its competitors like luxury giant LVMH, and it's done so without giving out free bags to influencers and celebrities.
Despite the attention from Gen Z, Hermès doesn't have an official TikTok account.
Outside its iconic leather bags, the family-run company is also known for its lavish silk scarves — sometimes seen accessorizing a Birkin — and its $1,900-plus throw blankets.
