The Lyst Index Q3: Off-White is World’s Hottest Fashion Brand
Global fashion search platform today released a new edition of The Lyst Index, the must-see quarterly report ranking fashion’s hottest brands and products.
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 3 month period.
Lyst’s Q3 data reveals that:
- Off-White is now the hottest fashion brand on the planet. Over the last year the cult streetwear label has risen 33 places in the Index, now surpassing Gucci and Balenciaga at the top of the table for the first time. Searches for Off-White across Lyst’s partner retailers are up 14% quarter on quarter, and Off-White is responsible for 3 out of 20 products in the hottest products lists.
- Nike has moved 5 places up the brand Index to claim 4th position. Alongside the continuing collaboration with Off-White, the brand’s Just Do It campaign starring Colin Kaepernick helped boost total search traffic to Nike related pages by 13% quarter on quarter. 4 out of the 20 hottest fashion products in the Index this quarter are by Nike.
- Prada and Yeezy have also both moved up 5 spots, the latter re-entering the Index after a quarter out of the top ten. The report explores how viral social moments have translated into demand for many of the brands in the Index, from the Yeezy #likebutter launch campaign to Balenciaga’s seven layer coat and Jennifer Lopez’s Versace ‘joots’.
- The Dior Saddle Bag was the hottest women’s product of the quarter. When 100 global influencers posted an image modelling the bag on Instagram on July 19, searches spiked 957% in 48 hours, with customers looking for both pre-owned vintage Saddles and the new Dior designs. A 00’s nostalgia trend runs through the hottest women’s products, with Jonathan Simkhai’s lace up jeans and Birkenstock’s Madrid sandals also making the top ten.
- The ‘Ugly Sneaker’ trend marches on. This quarter the Nike M2K Tekno has replaced the Fila Disruptor as the most wanted affordable take on the ‘Dad’ sneaker aesthetic, as pioneered by the Balenciaga Triple S (which remains in the men’s hottest products list for a second quarter.) The Nike M2K Tekno sneaker is the first product to appear in the men’s and women’s hottest products lists simultaneously.
- Contemporary brands Staud and Ganni enter the hottest women’s products list for the first time with Insta-cult items at accessible price points.
- Thanks to the World Cup, the hottest men’s products list contains a football shirt for the first time. Searches for the 2018 England football shirt spiked 300% in the week leading up to the semi-finals, selling out across all sizes, and across multiple online retailers. While the Nigerian, Belgian and Croatian shirts all excited fans and media, England’s was the world’s most wanted replica kit of the tournament in terms of searches, sales and social combined.
- The fifth hottest men’s product of the quarter was a pair of basketball shorts, thanks to the power of basketball megastar and fashion influencer LeBron James. Page views for Just Don’s $500 luxury basketball shorts spiked 210% when James wore them for his first public appearance since signing with the Los Angeles Lakers.