Miu Miu, a subsidiary of the Prada group, becomes the most desirable and desired brand in the Lyst search engine’s quarterly rankings. The third quarter also saw the emergence of Jacquemus and Burberry in the Top10.
Miu Miu, Prada’s youthful sister brand, dominates the Lyst ranking in the third quarter. It succeeds Loewe, which was the star brand of the second quarter, thanks to its artistic director Jonathan Anderson. He also succeeded in getting his eponymous JW Anderson brand into the Top 10.
A veritable barometer of trends, the Lyst ranking identifies the 20 most popular luxury brands on the web, among the 17,000 brands distributed by the platform to its 200 million-strong audience.
To achieve this, purchasing habits, online searches, social network engagement and media coverage are all scrutinized.
Prada Group all star
Loewe was the most attractive brand last quarter, with search volume up 19% over the period.
It’s now Miu Miu, as it enters its age of reason. An unusual position, given the fact that in recent years, the rankings have usually crowned Loewe, Prada, Balenciaga or Gucci.
The new quarterly ranking demonstrates the attractiveness of the Prada group’s Italian brand with its adolescent lines. Founded in 1992 by Miuccia Prada, Miu Miu moves straight into first place in the Top 3 most desirable brands of the moment. It saw its search volume grow by 16% over the July-September period.
Lyst attributes this surge to the success of its Autumn-Winter 2023-24 campaign, which garnered 223 million views on Tiktok. Its mischievous aesthetic, highlighted by its Spring-Summer 2024 show and its half-plagist, half-preppy silhouettes, with their Ivy League accents, was also a hit.
Other explanations include its first artistic collaboration with British manufacturer Church’s and the opening of the Miu Miu Summer Club this summer.
For its part, Loewe dropped one place to silver after the successful launch of its Squeeze bag and the recruitment of its new Chinese brand ambassador Yang Mi.
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Featured Photo: © Miu Miu
