Spotlight shines on Gucci back at top of Lyst Index, Rihanna and Beyoncé also ride high
today Jul 31, 2019
Gucci may not have grown quite as fast in the latest quarter, according to Kering’s recent results, but it continues to be hugely popular, with the brand making it back to the top spot in the latest Lyst Index for Q2. It had lost that number one position to Off-White in Q1.
Other key points for the index this time include Rihanna and Beyoncé being “the driving forces behind the most powerful fashion brand moments of the year so far.”
And Off-White’s Jitney 1.4 Cash Inside bag was the world’s hottest women’s fashion product this quarter. Part of the Pre-Fall collection, inspired by the Hampton Jitney bus line, demand was building weeks before its actual release on June 14 and it sold out across multiple retailers in a matter of days.
Seasonality played an important role in this quarter’s hottest men’s products list, with many updated takes on vacation essentials. “Luxury beachwear is becoming an increasingly powerful menswear category, with demand growing worldwide in terms of both search and sales,” Lyst said.
The global fashion search platform analysed the online shopping behaviour of 5m+ shoppers a month across 12,000 designers and stores online via global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics.
Looking more deeply at the results, Off-White was in second place in the brand ranking, with Balenciaga third, Valentino fourth Prada rising to number five, Versace up to six, Fendi down at seven, Stone Island dropping to eight, Nike up to nine and Saint Laurent steady in 10th spot. The rest of the top 20 included Vetements, Burberry, Dolce & Gabbana, Givenchy, Palm Angels, Adidas, Moncler, Yeezy, and Balmain.
As mentioned, Beyoncé and Rihanna both had a good Q2. Beyoncé revealed she was working with Adidas on new performance and lifestyle products alongside relaunching her Ivy Park athleisure brand. After she announced the collab, Adidas’ social impressions grew 61% in 24 hours, global searches for Beyoncé x Adidas spiked 2,700%, and Ivy Park moved 140 positions up the Index. Global searches for Adidas increased 31% over the quarter.
Rihanna’s LVMH-backed Fenty label unveiling also “generated enough social heat to make it a serious contender for the hottest brands list.” In its first month of operation, the new luxury house generated more than 5,000 media articles from around the world and over 7m social media impressions.
Lyst also said diversity and sustainability played a key part in driving brands higher with Nike debuting new body-diverse mannequins and Dolce & Gabbana widening its size offer. Burberry, Prada and Adidas also benefited from their greater sustainability focus.
TOP WOMEN'S PRODUCTS
For women, that Off-White bag was top, followed by Teva’s Hurrican XLT2 sandal, part of "the unstoppable march of the ‘ugly’ shoe trend." Searches for Teva Hurricane rose 350% globally over the quarter.
In third place, Chloé’s C mini croc effect shoulder bag was the most-viewed product for the label, driving a 900% quarter-on-quarter increase in global searches for the brand.
The Adidas Original Ji Won Choi striped jersey bodysuit was fourth. When Beyoncé shared a photo of herself wearing it on Instagram, searches for red bodysuits spiked 183%. The exact Adidas piece, which retails at $56, has been sold out ever since.
Bottega Veneta’s The Pouch was fifth. Designed by new Creative Director, Daniel Lee, the minimalist clutch “has discreetly been taking over Instagram, constantly selling out and sparking more than 10,000 views a month since its launch.”
Topshop’s Strippy sandal was the sixth hottest women’s product and showed that it’s not all about flat and sneakers. “Barely-there sandals are a breakout trend across all price points, responsible for thousands of searches worldwide this quarter,” Lyst said. While strappy sandals from The Row, Staud and By Far are also amongst the most-searched styles, “Topshop’s affordable take on the trend has delivered the most sales to date. Demand for this type of shoe was up 352% this quarter, with ‘strappy’ being the most searched-for keyword paired with sandals.”
With both Kylie Jenner and Khloé Kardashian posting in an Onia x WeWoreWhat Danielle cow-print swimsuit on Instagram, searches for the brand grew by 33% in the following weeks and the exact swimsuit made it into seventh place. It’s now completely sold out.
In eighth place, Ralph Lauren’s tie-dye polo T-shirt was strong. Worn by Gigi Hadid, Adwoa Aboah, and Nina Suess, the brand’s collection of acid-hued psychedelic twirls “has been a hit since its launch”.
Isabel Marant’s Tundra boilersuit underlined the appeal of one-piece dressing in ninth place and LoveShackFancy’s Angie silk dress in 10th place demonstrated the strength of soft, feminine dresses this summer.
For men, as mentioned, vacation options were strong. But sneakers remained on top. The Yeezy Boost 350 V2 was the top product, followed by the Adidas Original Beckenbauer All Round sneakers. Prada’s banana and flame print Hawaiian shirt was third, ahead of the Adidas x Raf Simons Ozweego Metallic Silver shoe and Off-White’s Odsy-1000 shoe.
Prada’s nylon bucket hat was sixth, ahead of Gucci’s GG jacquard swim shorts, Nike’s Air Force 1 Earth day Pack shoe, Rimowa’s original 21-inch multi-wheel suitcase and Versace Palazzo Medusa pool slides in 10th place.
Copyright © 2019 FashionNetwork.com All rights reserved.