New Lyst Index sees Gucci, Moncler Genius and footwear riding high
Based on analysis of the shopping, searching and browsing behaviour of more than five million shoppers a month, it seems that Gucci really is riding high.
Global demand for its accessories is huge with the Gucci Soho Disco bag the hottest women’s product of Q4. From October to December, more than six million shoppers searched for a Gucci bag, belt or shoe. The two Gucci accessories in the hottest products list drove twice as many orders as the other eight products combined.
Not that a number of other brands will be unhappy with their own results. Off-White was in second place, still benefiting from The Ten series Nike x Off-White collab that was the hottest sneaker link-up of the year. And Balenciaga was third, with a very strong year topped by Michelle Obama’s “meme fashion moment [that] sent Balenciaga’s thigh-high boots viral”.
Moncler leapt 12 places into fourth spot, with its down jackets figuring in both the women's and men's hottest product lists this time. And supporting the company’s strategy, it seems that its Genius offer is what’s driving search traffic and social engagement.
Fendi was fifth, helped by the Fendi Mania capsule, while Versace’s mix of new and “throwback” items propelled it into sixth place. In fact, one surprise was Versace’s opulent baroque bathrobe that was a hit Christmas season buy, despite its $595 price tag, boosted by Kanye West, Kevin Hart, and Drake wearing it on Instagram.
Lyst also said that Italian brands continued to dominate the index, as Gucci's top spot, Fendi climbing four places and Versace proved. Stone Island also moved back into the top 10 at number seven on the back of higher demand for branded technical outerwear.
Vetements was in eighth place, with its Reebok partnership and red carpet endorsement by Tilda Swinton boosting its profile.
Valentino came ninth as Pierpaolo Piccioli being named designer of the year at the Fashion Awards, plus Jennifer Lopez’s green cape and Gwyneth Paltrow’s wedding dress generated plenty of social media mentions.
Meanwhile Burberry rose by four places to enter the top 10 at number 10. Lyst data showed that the resurgent brand “is now resonating with new customers”. Its new limited-edition monthly drops, exclusively shoppable through Instagram and Chinese messaging app WeChat, “have been selling out in a matter of hours”, helping boost sales in the UK, Italy, and China.
The top individual women’s products were that Gucci Soho Disco bag followed by its logo belt, Veja's V10 sneakers, the Moncler Genius 3 Grenoble Vonne ski jacket, Versace Chain Reaction sneakers, Ugg Fluff Yeah slides, Balenciaga Speed sneakers, Dr Martens Jadon boots, Fila Ray sneakers and the Saint Laurent monogram wallet.
For men, the top 10 comprised Nike Air Force 1 ’07 LV8 Utility Volt sneakers, The North Face Nuptse jacket, Patagonia Men’s Classic Retro-X fleece, Fendi Bag Bugs windbreaker, Stone Island long-sleeve tee, Moncler Maya jacket, Givenchy logo wool sweater, that Versace bathrobe, Converse x Off-White Chuck 70 hi-top sneakers, and Puma RS-X reinvention sneakers.
Lyst said The North Face and Patagonia are benefiting from greater trend interest in everyday urban hiker essentials with men’s fleece searches up 44% in just the last two months.
Sustainable sneaker brands are also proving strong with Veja in the Index for the first time and getting a huge boost after Meghan Markle was spotted in a pair of its top selling shoes. Allbirds is another brand riding the sustainable shoe trend. In fact, footwear was “the most powerful product category” in the hottest products lists, with three out of 10 of the overall hottest products being shoes this quarter.
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