“From October to December, more than six million shoppers searched for a Gucci bag, belt or shoe, making Gucci accessories the most powerful products in fashion over a sustained period now approaching two full years,” Lyst reveals in its latest Index report. Every 3 months, the fashion discovery platform “analyzes the online shopping behavior of more than five million shoppers,” by way of searches on its site and Google data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide,” to determine the hottest brands and products.
For the fourth quarter (i.e., October to December 2018), Gucci topped the list of “hottest brands” overtaking last quarter’s “it” brand Off-White, which landed in the number two spot for Q4 followed by Balenciaga, Moncler (thanks to its ongoing “Genius” collaboration series), Fendi, Versace, (“Italian brands continue to dominate the Index”), Stone Island (“Searches for Stone Island jumped 122% last quarter, with more than 327,000 brand mentions on social media”), Vetements, Valentino, and Burberry (“Lyst data shows the revamped British brand is now resonating with new customers”).
As for the quarter’s top womenswear products, Lyst notes that “footwear remains the most powerful product category, with six out of ten of the hottest products shoes this quarter.” French ethical sneaker brand Veja’s V10 sneakers, for instance, are on the list for the first time in the number 3 position. The site reveals that “The Meghan Effect” had a hand that; “after Meghan Markle was spotted wearing a pair of Veja’s sustainable trainers on October 21, online searches for the brand increased by 113%.”
Not to be outdone, the two Gucci accessories in the hottest products list — the brand’s Gucci Soho Disco bag, which took the number 1 spot, followed by its logo belt, in the number 2 position — “drove twice as many orders as the other eight products combined.” Also on the list: Moncler Genius 3 Grenoble Vonne ski jacket (in the number 4 spot), (5) Versace Chain Reaction sneakers, (6) Ugg Fluff Yeah slides, (7) Balenciaga Speed sneakers, (8) Dr. Martens Jadon boots, (9) Fila Ray sneakers, and (10) Saint Laurent monogram envelope chain wallet.
“Together with the Gucci Soho bag and the Saint Laurent monogram envelope chain wallet, these products have achieved new icon status, inspiring copycat versions and continually driving staggering levels of searches and sales.”
For men, the hottest products blurred the lines between “elevated performance outerwear and streetwear,” says Lyst, with the following topping the list: (1) Nike Air Force 1 '07 LV8 Utility Volt Sneakers, (2) North Face Nuptse jacket, (3) Patagonia Men's Classic Retro-X fleece, (4) Fendi Bag Bugs windbreakers, (5) Stone Island long sleeve tee, (6) Moncler Maya jacket, (7) Givenchy logo wool sweater, (8) Versace baroque bathrobe, (9) Converse x Off-White 70 hi-top sneakers, and (10) Puma RS-X Reinvention sneakers.
As for number 8, Versace’s $595 baroque bathrobe, searches for the item increased by 240% over the three month period, according to Lyst, “likely influenced by the likes of Kanye West, Kevin Hart, and Drake, who have all posed in the striking, instantly recognizable robe on Instagram.”