Along with it-bags and luxury beachwear, Gucci is beloved by
consumers this year. Global fashion search engine Lyst reported in its
second quarter index that Gucci reigns supreme as the “hottest brand,”
after having fallen behind at the top of the list last quarter.
Lyst analyzed online shopping behavior of over five million
consumers over a three month period. It took into account search data
from its own platform, Google search data, conversion rates and sales,
engagement statistics and social media references to brands and
products, and engagement statistics.
The platform published its findings in its quarterly index, reporting
the top consumer preferences in brands, trends and products.
Gucci surpasses Off-White as hottest brand
Gucci has been on the rise as of late, and having risen to a Consumer offerings
such as the addition of AR technology to its app to allow shoppers to
try on sneakers virtually, as well as poised the brand to reclaim its number
one spot on the Lyst index, after losing the position to Off-White
last quarter.
Off-White, on the other hand, ranks at number two, followed by
Balenciaga, who holds the same rank it held for Q1.
It-Bags continue to hold strong
Handbags account for 30 percent of the top ten hottest women’s
products reported in the Q2 index. The hottest products were
determined based on global demand versus volume of stock, with the
Lyst formula that filtered six million items. The formula calculated
the volume of social media mentions, searches, page views,
interactions and e-commerce sales across thousands of retailers to
determine which products had the most demand.
The Off-White 1.4 Jitney “Cash Inside” Bag held the top place in
the top-ten ranking of products. Lyst noted that demand for the
product rose weeks before it was released in June and quickly sold
out. Also mentioned in the list is the Chloé C Mini Croc Effect
Shoulder Bag, which was the brand’s most-viewed product on its website
and drove a 900 percent increase in global searches for Chloé compared
to last quarter.
The Bottega Veneta “The Pouch” Bag ranked at number five on the
list, due to its popularity on Instagram and the fact that it had
sparked over 10,000 monthly views since it launched. Lyst also noted
that the bag constantly sells out.
Notable mention to luxury beachwear trend
In menswear, Lyst named luxury beachwear as an “increasingly
powerful category,” as demand increases across the globe in searches
and sales. Online searches for slide sandals increased by 32 percent
in the second quarter, while searches from swim shorts and bucket hats
went up by 51 percent and 64 percent, respectively.
Particular products mentioned were the Prada banana and flame-print
shirt, Gucci GG jacquard swim shorts and Palazzo Medusa pool slides.
Prada’s search incited more than 155,000 searches for the brand
throughout the quarter and helping the brand to move up from sixth to
fifth place in the global ranking of hottest brands.
Images: Lyst
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