- Don-Alvin Adegeest |
In the closing quarter of 2018, Gucci reclaimed the top spot as fashion’s hottest brand according to the Q4 quarterly Lyst Index. The Florentine fashion company beat Off-White and Balenciaga thanks to prolific global demand for the label’s signature accessories.
According to data released by Lyst more than six million shoppers searched for a Gucci bag, belt or shoe, making Gucci accessories the most powerful products in fashion over a sustained period now approaching two full years.
Elsewhere Italian luxury outerwear brand Moncler jumped 12 places into 4th position, with its signature down jacket in both the women’s and men’s hottest products list this quarter. Under chairman and CEO Remo Ruffini, the brand has diversified its product offering to include the Genius collection; a collaboration project with eight different designers.
Burberry rounds out the top 10, and is the only British brand featured. According to Lyst data the new Burberry B series strategy, limited edition product drops and holiday campaign launched in November kept the brand’s ranking high.
Footwear remains the most powerful product category, with six out of ten of the hottest products shoes this quarter. French ethical sneaker brand Veja entered the Index for the first time thanks to its Veja V10 sneakers.
The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. To compile the results, the global fashion search platform analyses the online shopping behavior of more than five million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The formula behind the Index takes into account global Lyst and 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.
Image courtesy of Lyst