[vc_row njt-role-user-roles=”administrator,armember”][vc_column][vc_column_text]
On Wednesday, April 28, the global fashion shopping platform released the latest installment of The Lyst Index report about the hottest brands and products in the fashion industry. At the top of the podium? Gucci, retaining the top spot in the Lyst Index. With the presence of brands such as Louis Vuitton, Dior or even Balenciaga, the luxury industry is making its mark in the ranking.
The report is based on a three-month period and takes into account the browsing and buying habits of nearly 150 million annual shoppers, Google search data, mentions received via social networks, as well as engagement statistics worldwide.
“The things shoppers have browsed, saved and purchased in the Lyst app suggest an imminent return to outwear,” said Bridget Mills-Powell, Lyst’s director of content. “Sweatshirts got us through last year, but many fashion lovers are now looking to put away the sweatpants and rediscover the joy of dressing up.”
Luxury brands on top
While the brand is just recovering from the fallout of the health crisis, Gucci ranked No. 1 and remains at the top of the Lyst Index for a third consecutive quarter. In particular, the Italian fashion house caught the interest of luxury and hiking enthusiasts with its collaboration with The North Face.
Celebrities also played a decisive role. Indeed, an Instagram post from Lady Gaga went viral on social media with 4.3 million likes and millions more reactions. The post featured Lady Gaga and actor Adam Driver in costume for their roles as Patrizia Reggiani and Maurizio Gucci in the non-brand-affiliated biopic House of Gucci, set for release in 2021.
She also dressed two Grammy’s stars in February: Billie Eilish and Harry Styles, whose look spurred the feather boa craze.
Nike, the sneaker giant, ranked second in the index thanks to a 59% increase in digital sales.
New to the index, Dior made a strong debut in third place. In addition to a virtual presentation of its fall/winter 2021-2022 ready-to-wear collection at Versailles, the French brand appealed to Generation Z by recruiting new celebrity ambassadors: the singer of South Korean band Blackpink, Kim Ji-soo, and launching a Snapchat challenge to try on augmented reality sneakers.
Thanks to the novelty of a glow-in-the-dark capsule collection, Balenciaga was able to stay in the top five at fourth place, down two positions from the previous quarter.
Moncler also dropped two spots to No. 5, although it made progress on sustainability by introducing jackets made from recycled materials in the first quarter.
Luxury houses Prada (No. 6), newcomer Louis Vuitton (No. 7), Bottega Veneta (No. 8), Saint Laurent (No. 9) and Off-White (No. 10) rounded out the top 10 hottest brands.
Off-White saw the biggest drop from Q4 2020, falling six places to No. 10, followed by Valentino and Jacquemus, both of which dropped five places to No. 14 and No. 18 respectively.
Luxury, ubiquitous in the most popular products
“As the industry looks to the future, there are signs that consumers are optimistic and pent-up demand is being released for items other than casual wear,” Lyst said.
Customers seem to see an end to the crisis and are now moving into other pieces besides sweatpants. For example, searches for dresses and high heels increased 222% and 163%, respectively, from the previous quarter. Demand has also increased for pre-owned luxury handbags and watches.
Among the most sought-after women’s products during the quarter were The North Face x Gucci canvas bomber jacket in first place, Hermes pre-owned Kelly bags and Bottega Veneta studded boots. The iconic Prada nylon bag, reissued in 2005, and The Attico’s Devon mule are in fourth and fifth place respectively. As for the red satin Prada headband that Gorman wore to the inauguration of the President of the United States, it ranks sixth.
In men’s wear, the Moncler Mistletoe vest, the Prada logo bucket hat and Brunello Cucinelli button-down denim shirts were the top pieces of the year.
Read also > STUDY: RESELLING YOUR LUXURY PACKAGING CAN PAY OFF !
Featured Photo : © Instagram[/vc_column_text][/vc_column][/vc_row]
