Off-White rules Q3's Lyst Index but Bottega Veneta soars up the list on Daniel Lee success
today Oct 29, 2019
The new Lyst Index for Q3 shows that Daniel Lee’s appointment at Bottega Veneta was an inspired move for Kering with the label entering the hottest brands list for the first time, climbing 21 places in the ranking.
That rise came as its padded sandals were “officially the hottest women’s shoes”, being responsible for over 27,000 online searches a month in the quarter. And the signs are continuing to look good as searches for the brand’s shoes in general spiked 156% during the first weeks of Fashion Month, where they were a favourite pick for many of the key names sat in the front row.
Not that Bottega Veneta is the top brand, with Off-White back in that position for the second time in the past 12 months. But Kering had further strength in second and third places with Balenciaga and Gucci completing the top three, although having fallen two places, it’s a sign that Gucci isn’t quite as dominant as it once was. It’s the first time the brand has been in such a ‘lowly’ spot, after two years of consistently being first or second.
Kering also saw another of its brands, Alexander McQueen, move up five spots, while LVMH’s Loewe moved up seven places and made its first appearance on the Lyst Index hottest brands list.
Coming after Off-White, Balenciaga and Gucci in the brand top 20 were Versace in fourth place, Prada, Valentino, Fendi, Burberry, Saint Laurent and Vetements rounding out the top 10. In 11th place was Stone Island, then Nike, Givenchy, Moncler, Dolce & Gabbana, Bottega Veneta, Alexander McQueen, Moschino, Balmain and Loewe.
Meanwhile Jacquemus may not yet be in the top 20, but its giant leap (up 37 places) means it can’t be ignored. Its Le Chiquito mini bag was back among the hottest women’s products (in second spot), having generated over 12,500 monthly searches during the last quarter. Meanwhile, global demand for Jacquemus generally was up 131% year-on-year.
Other brands and products riding high included Paco Rabanne with its global searches up 31% year-on-year. Its influencer-approved 1969 bag, as seen on Priyanka Chopra and Emily Ratajkowski, was the 10th hottest women’s product, marking its first-ever appearance in the index for the brand.
Moncler’s archive-influenced Bramant Puffer jacket was the hottest men’s product for Q3 and saw a 92% increase in searches in September.
And while Gucci dropped two places overall, its blockbuster double G buckle belt entered the men’s ranking for the first time in Q3, as the second hottest product of the quarter. It has appeared eight times in the hottest women’s products list over the past two years, and the men’s version has been averaging 110,000 global online searches a month since July.
The index is arrived at via analysis of the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. It also factors in Google search data and social media metrics.
This time, the index also showed sneakers in general remained the hottest product category overall. Adidas Continental 80 sneakers took third place in the women’s list, driven by celebrity fans including Kendall Jenner, Hailey Bieber and Sofia Richie. Searches for the accessibly priced sneakers increased 170%.
And the constantly-reinvented Nike Air Jordan 1 Mid SE sneakers entered the men’s products list in third place too, with searches rising 31% last quarter.
The fifth hottest men’s product of the quarter was the newly released version of the Adidas by Raf Simons Ozweego sneakers that contributed to a 41% increase in searches for Ozweego generally over the period.
Given that Q3 covers the summer, swimwear also got a look-in with Vilebrequin’s octopus print swim shorts ninth in the men’s list, being searched for on Lyst more than 4,000 times from July to September, while the brand saw a 105% rise in page views this quarter.
For women, Fendi’s FF motif bikini was the swimsuit of the summer thanks to a 31% rise in page views. Seen on Nicki Minaj in June, it generated a 3,354% spike in social mentions, and multiple colourways sold out fast across retailers.
Other products in the women’s top 20 were Mansur Gavriel’s cloud print sweater in fourth place, Prada’s black nylon flat pouch, Reformation’s Juliette dress, Balenciaga’s safety pin earring and the Hudson Jeans belted jumpsuit.
For men, apart from those already mentioned, Burberry’s train ticket print leather card case was popular, as was Stone island’s logo patch sweatshirt, Amiri’s Track distressed striped jeans, Vetements’ embroidered cap, and the Nike Tech Hip Pack bag.
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