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What the next 'it' shoe of the decade will be, according to an expert - Business Insider

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If not 'dad shoes,' then what? Here's how the next 'it' shoe of the decade will be determined, according to a brand marketing expert

"It's fitting for Balenciaga to produce a sports-inspired sneaker with the name Zen, considering how Zen principles include mindfulness, minimalism, and achieving awakening from looking within," Chawla said. "While such a sneaker makes sense considering the booming athleisure market, perhaps with the Zen branding, Balenciaga is also recognizing that for many consumers today, aspiration is as much about mindfulness as it is about material success.

"The idea of brands standing for deeper meanings is particularly important for Gen Z — a fluid generation, comfortable with identities that converge, toggle between, or are inspired by many different circles," Chawla continued. "[They have] a propensity to look for brands whose values or product designs resonate with what drives these circles."

That said, right now it's anyone's guess as to what style will attract the TikTok generation — especially as their wants and needs

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