Lyst Releases Report Revealing Off-White as Fashion’s Hottest Brand

by SHOWstudio on 30 October 2019

Off-White come in at #1 but Bottega Veneta have seen the biggest breakthrough.

Off-White come in at #1 but Bottega Veneta have seen the biggest breakthrough.

The Lyst Index, now in its 2nd year, is a report ranking fashion’s ‘hottest brands and products’ released quarterly and compiled by the online fashion marketplace. Analysing the 'online shopping behaviour of more than nine million shoppers a month' across 12,000 designers and stores online, the index takes into consideration Google search data, online social media engagement and sales statistics from brands worldwide over a three month period.

Q3 The Lyst Index, courtesy of Lyst

This quarter’s report reveals a list of the top 20 fashion brands, and the men's and women's products most desired by Lyst users, with Virgil Abloh’s Off-White named the world's 'hottest brand'. 2019 has seen great movement for Off-White, as Farfetch purchased Off-White's parent company New Guards Group, but also saw creative director Virgil Abloh announcing a three-month hiatus from fashion earlier this year due to health considerations.

Second on the 'hottest brands' list is Balenciaga, whose safety pin earring sits at #8 on the index's most-wanted womenswear items. Rounding off the top five are Gucci, Versace and Prada. Since the Lyst Index launched two years ago, Balenciaga and Gucci have consistently placed in the top three every quarter.

Q3 Hottest Women's Product Number 10, Paco Rabanne
Q3 Hottest Women's Product Number 1, Bottega Veneta

The biggest brand breakthrough comes for Bottega Veneta, which has risen to the top 20 under new creative director Daniel Lee. Q3 2019 sees Bottega Veneta climb 21 places to #16. The brand’s black quilted sandals have been searched online over 27,000 times a month last quarter, and searches for Bottega Veneta shoes in general spiked 156% during September’s S/S 20 fashion shows. Speaking to Lyst on Bottega Veneta’s success this quarter, Chief Marketing Officer of Bottega Veneta, Dario Gargiulo praises creative director Daniel Lee’s ‘vision, clarity and the ability to build a community.’

Also worthy of note is Spanish luxury house Loewe, who made the top 20 for the first time since The Lyst Index’s inception. Their top 20 debut is probably propelled by the popularity of the brand's popular wicker bags and trainers. Also possibly helping to boost demand for the luxury label was the naming of Killing Eve’s Jodie Comer as the face of Loewe’s S/S 20 campaign.

The only non luxury label to have made the top 20 is sportswear giant Nike. The activewear brand made the list at number 12, coinciding with a revenue rise of 7% to almost $11 billion for Q3.

Q3 Hottest Men's Product Number 4, Burberry

Accompanying the list of the top 20 brands, the Lyst Index also names the ‘hottest' women’s and men's products of the quarter. Accessories dominate the men's list with a Gucci leather belt, Burberry train ticket card case and Vetements embroidered cap making the top 10 most popular products. Over on the women's list, following the Bottega Veneta padded sandals, Jacquemus' Le Chiquito mini bag is #2. The bag was responsible for over 12,500 monthly searches over the last quarter, and while not yet in the Top 20, Jacquemus has jumped 37 positions in the Lyst Index's hottest brands list.

To find out more information about the 20 ‘Hottest Brands’ as well as the attributes and strategies shaping these companies check out the link to the full report:

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