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Balenciaga becomes the most popular luxury brand for the third quarter of 2021, according to a Lyst ranking, and surpasses Gucci. This is not the first time that the Spanish brand is at the top of this kind of ranking: what explains its success?
The Lyst Index, a quarterly ranking of the most popular fashion brands and items in the world, is used by more than 150 million users each year and allows a global study of consumption in the fashion industry.
After a year at the top of the ranking, Gucci leaves the place to Balenciaga, which has been much talked about in recent months. Since 2015, Demna Gvasalia has been the artistic director and since 2016, Cedric Charbit has been the CEO. This duo revisits the aesthetics of the brand and tries different approaches. They revived the Haute Couture, on hiatus since 1968, and presented a very original show during the Paris Fashion Week. Indeed, they questioned the classic fashion show by making celebrities, guests, models walk on their red carpet to stir up trouble. The show ended with a mini-film in collaboration with the mythical Simpsons: a huge publicity stunt relayed massively on social networks.
An avant-garde approach
The Balenciaga brand is betting on the generation Z. The brand’s search rate has increased by almost 505% since July 2021, a great performance!
The return to Haute Couture has something to do with it: this show is relayed everywhere, for the content and for the form. In Haute Couture, we dare more, we do not count the hours of work and each piece can be extravagant because (this is an understatement) not likely to be worn every day.
We can also note the many partnerships and collaborations, including the very recent collection with Fortnite, the famous gaming game favored by the younger generation. With 400 million regular players, the impact is huge. The brand knows how to play with new codes, new trends and above all, knows how to speak to Generation Z, the (future) consumers of the latter.
Knowing how to surround yourself
Moreover, Balenciaga knows how to surround itself and federate. Among the most popular celebrities, Kim Kardashian is an ambassador of choice for the brand. She wore a Balenciaga jumpsuit at the MET Gala, one of the most scrutinized events in the world. Her husband, Kanye West, is also collaborating with the brand for the release of his new album, Donda. With these two celebrities with millions of followers on social networks, the media coverage is huge.
Last July, the brand also presented its two new ambassadors: Justin Bieber, the adored singer and Isabelle Hupert, the French actress who needs no introduction. This generation clash is also a message: Balenciaga is for everyone and open to the world. Indeed, we can find at the same time very streetwear or logoed pieces, and at the same time timeless pieces like trench coats very well cut or shirts with not so classic cuts.
Balenciaga remains a trendsetter. We remember the launch of the socks shoes, which were copied all over the world. Hated or adored, they had the audacity to make people talk and to launch a new trend.
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Balenciaga becomes the most popular luxury brand for the third quarter of 2021, according to a Lyst ranking, and surpasses Gucci. This is not the first time that the Spanish brand is at the top of this kind of ranking: what explains its success?
The Lyst Index, a quarterly ranking of the most popular fashion brands and items in the world, is used by more than 150 million users each year and allows a global study of consumption in the fashion industry.
After a year at the top of the ranking, Gucci leaves the place to Balenciaga, which has been much talked about in recent months. Since 2015, Demna Gvasalia has been the artistic director and since 2016, Cedric Charbit has been the CEO. This duo revisits the aesthetics of the brand and tries different approaches.
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Balenciaga becomes the most popular luxury brand for the third quarter of 2021, according to a Lyst ranking, and surpasses Gucci. This is not the first time that the Spanish brand is at the top of this kind of ranking: what explains its success?
The Lyst Index, a quarterly ranking of the most popular fashion brands and items in the world, is used by more than 150 million users each year and allows a global study of consumption in the fashion industry.
After a year at the top of the ranking, Gucci leaves the place to Balenciaga, which has been much talked about in recent months. Since 2015, Demna Gvasalia has been the artistic director and since 2016, Cedric Charbit has been the CEO. This duo revisits the aesthetics of the brand and tries different approaches.
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