Secondhand Birkins are grabbing Gen Z's attention

• A new poll found that Hermès, a luxury brand that's existed for decades, was getting Gen Z's attention.
• Hermès is known for its highly coveted Birkin bag that's dominating the resale market.

Gen Zers have some seriously expensive taste, especially considering half of them aren't out of college yet.

A recent poll by Ad Age found that in the first quarter of 2024, the top brand getting the attention of those born between 1997 and 2012 was Hermès. The luxury Italian brand is known for its exclusive and highly coveted handbags, such as the Birkin and the Kelly.

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 five-figure bags is at the top of the list.

And the secondhand market looks to be where it's at for young shoppers.

Last year, 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, such as the luxury giant LVMH, and it's done so without giving 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.