In New York, for example, it has been shown that people across the income spectrum there will pay more than the national average for shoes and watches. New York is very wealthy and urban, so you are always walking and being seen in your shoes (and checking the time) and it confers a sense of class. The more people think about the quality of their footwear, the more they will be concerned with keeping up appearances. Even poor New Yorkers spend a higher part of their income on shoes than most poor Americans.
Contrast this with, say, San Francisco. The shaggy-looking dude in jeans and a Hard Rock Cafe t-shirt could be a multimillionaire, you'd never know. But it is more likely than not that the given individual is physically fit. It's always bikini season in California, whereas New York's long and snowy winters allow for big meals and bigger coats. The more fit people you encounter, the more you will be concerned with your and other's fitness, because it is more readily on your mind. ("It's warm and sunny all year round and you don't even jog or bike? Get off your ass."). Consequently, the Bay Area sees a disproportionate amount of income spent on health clubs.
[1] The New York Times had an excellent Op-Ed from a few years back, called: "What People Buy Where" http://mobile.nytimes.com/2014/12/14/opinion/sunday/what-peo...