Off-White, Nike were top Q1 brands; masks, comfort and hot bags were key says Lyst
The latest instalment of the quarterly Lyst Index is also one that comes in the middle of the biggest crisis to hit fashion in decades. And the luxury search giant said the impact of Covid-19 was felt throughout the quarter in key Asian markets, and most keenly in the US and Europe towards the final month.
But trends continued. So what were the headline stories? Well, Off-White held on as the “hottest brand in the world” for the third successive quarter. “At a time when consumers around the world have found themselves confined to their homes, seeking connections online, Off-White’s loyal and highly-engaged social following has proven invaluable,” Lyst said.
And in a clear reflection of the pandemic, demand for fashion face masks saw a 496% surge in searches in the quarter, with Off-White’s arrow mask taking the first spot in the hottest men’s product list.
As consumers seek home fitness solutions and comfortable clothing to wear indoors, Nike was among the fastest risers this quarter, climbing nine places into third position, edging Gucci into fourth place and out of the top three for the first time since the index began.
It saw huge demand for products such as hoodies, sweatpants and shorts and its Kobe 4 Protro Carpe Diem sneakers, entered the men’s hottest products list in fourth place. In fact page views for sneakers from the long-term collab spiked 733% after the athlete died in February.
Meanwhile, Prada continued its comeback and rose two places in the hottest brands ranking to reach fifth place. The news that Raf Simons was joining the team generated a 911% spike in social mentions for the brand. And it also helped his namesake label re-enter the hottest brands list, rising 12 places to 17th.
Another in-demand brand, Jacquemus, also entered the 20 hottest brands ranking for the first time, climbing seven places to reach 15th. The AW20 show that was peppered with supermodels had helped to boost its social media mentions by over 1,100%.
Other hottest brands newcomers included Thom Browne and Rick Owens, which rose 14 and 8 positions respectively.
Product-wise, Bottega Veneta’s padded Cassette bag was the number one women’s product and Off-White’s soft lace bodysuit was number two.
Also noteworthy, Telfar’s embossed logo tote bag was the third hottest women’s product and propelled the brand onto the list for the first time with an average 30,000 searches a month and plenty of celebrity sightings. Overall, searches for Telfar were up 29% in Europe.
Gucci’s GG patterned tights were fourth and the loungewear trend made an impact with Anine Bing’s tiger sweatshirt the fifth hottest women’s product of the quarter. Page views of the top spiked 418% in the week following the release of Netflix’s Tiger King series, while searches for the brand rose 19% this quarter.
Comfort and home fitness also meant the Adidas x Beyoncé Ivy Park super sleek 72 sneakers were sixth. And page views for New Balance sneakers rose 41% quarter-on-quarter while the brand’s 993 running shoes entered the women’s hottest products list for the first time in seventh place. Nike’s Air fleece joggers were number eight.
Ganni was ninth with a simple cotton shirt and the resale trend also made its presence felt with pre-owned version’s of Chanel’s classic double flap bag seeing a 75% increase in searches to close the hottest women’s products list in 10th place. This was perhaps driven by the fact that Chanel doesn’t sell bags on its own website, and with its stores hut, resale was the only option.
For men, as mentioned, Off-White’s mask was top, followed by Loewe’s half-zip fleece from the Eye/Loewe/Nature outdoors collection in second place as searches rose 88% and the label itself rose two places in the hottest brands ranking.
Gucci x Disney’s hooded sweatshirt was third with the Nike sneakers mentioned earlier fourth.
The Comme des Garçons Play x Converse Chuck 70 high sneakers were fifth, ahead of Stone Island cargo trousers. Prada’s bolo tie was the seventh most in-demand product in the hottest men’s products list and Asics’ gel-pulse 10 sneakers took eighth place. Demand for the running shoes first spiked in January, and picked up again in March, increasing 64% during the quarter overall. Meanwhile page views for Asics increased 25% over the period.
And the Versace I Love Baroque bathrobe was ninth while Thom Browne’s 4-bar jersey sweatshirt concluded the list in 10th spot.
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