By Shawna Healey
Gucci has been named as the most popular brand in the world, overtaking street-wear brand Off-White, according to the Lyst Index.
The Lyst Index is a “a quarterly ranking of fashion’s hottest brands and products” that analyses the online shopping behaviour of more than five million shoppers each month.
The Index takes into account Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three month period.
Between October and December of 2018, more than six million shoppers searched for a Gucci bag, belt or shoe. The most popular accessory was the Soho Disco Bag that launched five years ago in 2014, followed by the almost classic Gucci staple – the Gucci belt.
Italian brands are dominating the market, with Gucci, Moncler, Fendi, Vercace, Stone Island, and Valentino all placed in the top 10 hottest brands, respectively ranked first, fourth, fifth, sixth, seventh, and ninth on the list.
Off-White comes in at second on the list, newly displaced from the top spot. “The Ten” collection by Nike x Off-White was the hottest collaboration of 2018.
Michelle Obama’s infamous gold holographic boots and Cardi B’s endorsement of the Speed Trainers – “the ones that look like socks” – are perhaps at least partly responsible for Balenciaga seeing an increase in popularity and placing third in the top 10.
Searches for Stone Island across Lyst’s partner retailers jumped 122% last quarter, and the brand was mentioned over 327,000 times on social media. This is perhaps due to the increasing demand of high-end designer outerwear.
Footwear is the most influential category, with shoes occupying three out of ten items in the hottest product list.
The ‘Meghan Markle Effect’ is attributed to 113% increase in searches for the French brand Veja, after she wore sustainable trainers in Sydney back in 2018.
Versace’s baroque bathrobe enjoyed a 240% search increase over the three month period. Rappers Kanye West and Drake both posted pictures of themselves wearing the lounge wear on Instagram. Over the Christmas period, this product was the eighth most popular men’s product, with hiking jackets from both North Face and Patagonia taking second and third place respectively, behind Nike’s cult classic Air Force 1s.
Gucci has recently come under fire for selling a racist polo knit jumper online and in stores, so who knows if this will affect their placing in the Index – we’ll see in three months time! Dolce and Gabbana have also taken a major hit since they released a racist advert back in November.
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