Gucci has been crowned the world’s hottest brand according to fashion
shopping platform Lyst’s most recent index, dethroning US sportswear giant
Nike which topped the list in Q2.
The Lyst 2020 Q3 index named Gucci the planet’s hottest brand in a
quarter that saw the luxury Italian label livestream its Epilogue
collection in July, with worldwide views exceeding 35 million – its
most-watched digital event to date. Pageviews at the brand soared 52
percent year-on-year in the quarter.
Off-White – which opened new stores in London, Miami and Milan, and
whose founder Virgil Abloh launched a 1 million dollar scholarship fund for
Black fashion students in the quarter – retained second position on the
list, while Nike – which reported an 82 percent jump in digital sales and
launched its first dedicated maternity collection – dropped two places to
The following 17 hottest brands in the top 20 were Prada, Balenciaga,
Fendi, Versace, Saint Laurent, Bottega Veneta, Valentino, Jacquemus,
Burberry, Moncler, Alexander McQueen, Loewe, Balmain, Adidas, Givenchy,
Fear of God, Marine Serre.
Breaking it down by products, Telfar’s 150 dollar shopping bag was named
the hottest women’s item in the world, followed by the Marine Serre
crescent moon stretch top, the Jacquemus Le Bob bucket hat, Bottega Veneta
Tire boots and the House of Sunny Hockney Dress.
In menswear, the Dior x Nike Air Jordan 1 High OG sneakers took the top
spot, followed by Birkenstock Boston clogs, Nike Tech Fleece joggers, UGG
Scuff Deco slippers, Balenciaga logo tennis socks and the Nike x Travis
Scott Air Max 270 Cactus Trails sneakers.
Covid-19 doesn’t deter fashion shoppers
While Covid-19 continued to disrupt the industry in Q3, Lyst highlighted
that there was still a lot to be positive about. “If early lockdown saw
consumer confidence falter, and preferences pivot towards loungewear and
activewear, the third quarter of the year painted a sunnier picture, all
things considered,” the company said.
“A greater proportion of spending is happening online, there is still a
bias towards less formal styles, and brands which lack a distinctive
personality are suffering. But for those which combine a strong point of
view with a robust approach to digital, there is reason for optimism.
“Despite gloomy predictions in recent months, and some commentators
asking if people will ever dress up again, there are clear signals that
consumers still love fashion – and not just sweatpants or hoodies. Shoppers
are willing to spend on brands that spark excitement and joy, while
categories associated with life B.C. such as bags and high heels are rising
again, global uncertainty notwithstanding.”
Lyst creates its indexes by filtering more than eight million items by
volume of social media mentions, searches, page views, interactions and
sales across thousands of online stores.
Photo credit: Gucci, Facebook