If 2019 ended on a note of optimism for the coming decade, the events of 2020\u2019s first quarter quickly put a damper on it.<\/p>\n","protected":false},"author":15,"featured_media":3490,"template":"","meta":{"footnotes":""},"categories":[88],"acf":{"intro_background_image":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/Adam-Katz-Sinding-Thom-Browne-Paris-Fashion-Week-Spring-Summer-2020-Paris-France-scaled.jpg","this_quarter":"Q1 2020","intro_text_block":"
The Lyst Index is a quarterly ranking of fashion\u2019s hottest brands and products.<\/p>\n
To compile the results, global fashion search platform Lyst analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The formula behind The Lyst 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 three month period.<\/p>\n","previous_quarter":"Q4 2019","hottest_brands_section_title":"Hottest Brands","brand_1":"Off-White<\/a>","brand_2":"Balenciaga<\/a>","brand_3":"Nike<\/a>","brand_4":"Gucci<\/a>","brand_5":"Prada<\/a>","brand_6":"Moncler<\/a>","brand_7":"Fendi<\/a>","brand_8":"Valentino<\/a>","brand_9":"Saint Laurent<\/a>","brand_10":"Versace<\/a>","brand_11":"Burberry<\/a>","brand_12":"Stone Island<\/a>","brand_13":"Bottega Veneta<\/a>","brand_14":"Givenchy<\/a>","brand_15":"Jacquemus<\/a>","brand_16":"Vetements<\/a>","brand_17":"Raf Simons<\/a>","brand_18":"Loewe<\/a>","brand_19":"Thom Browne<\/a>","brand_20":"Rick Owens<\/a>","previous_rank_brand_1":"1","previous_rank_brand_2":"3","previous_rank_brand_3":"12","previous_rank_brand_4":"2","previous_rank_brand_5":"7","previous_rank_brand_6":"4","previous_rank_brand_7":"6","previous_rank_brand_8":"8","previous_rank_brand_9":"9","previous_rank_brand_10":"5","previous_rank_brand_11":"10","previous_rank_brand_12":"11","previous_rank_brand_13":"14","previous_rank_brand_14":"13","previous_rank_brand_15":"22","previous_rank_brand_16":"15","previous_rank_brand_17":"29","previous_rank_brand_18":"20","previous_rank_brand_19":"33","previous_rank_brand_20":"28","brand_text_1":" If 2019 ended on a note of optimism for the coming decade, the events of 2020\u2019s first quarter quickly put a damper on it. After geopolitical tensions rose, wild fires ravaged Australia and Covid-19 gripped Asia, Balenciaga captured the uneasy mood with its \u2018end of the world\u2019 themed runway show held in Paris at the beginning of March.<\/p>\n But few in the fashion industry and beyond could have imagined what would come next. Within a matter of weeks coronavirus had evolved into a global crisis, changing everyday life beyond recognition. By the end of the quarter, the headwinds that brands and retailers first felt in China and East Asia had become a worldwide storm.<\/p>\n As vast swathes of the economy ground to a halt and populations were confined to their homes in response to the virus, consumer confidence fell and fashion was hit by an immediate drop in demand. Suddenly purchases were no longer being driven by social occasions, holidays and the need for office wear<\/a>. And the well of inspiration consumers find from roving celebrities, glamorous events and street style photography started to dry up. On the supply side, meanwhile, coronavirus disrupted the industry in everything from sourcing raw materials through to manufacturing, logistics and retail operations \u2013 both bricks-and-mortar and online.<\/p>\n The Lyst Index for Q1 therefore reflects a period which has been anything but \u2018business as usual\u2019 in significant parts of Asia for most of the three months; and in Europe and North America for the final weeks of the quarter. The upcoming Q2 report will paint a clearer picture of Covid-19\u2019s global impact, but for now, based on the Q1 data, consumers\u2019 brand allegiances remain largely unchanged. <\/p>\n Off-White is the hottest brand in the world for the third successive quarter, reflecting the influence of younger shoppers who champion the label\u2019s anti-establishment take on luxury. With a digital native approach, both Off-White (which surpassed 10m Instagram followers this quarter) and founder Virgil Abloh (5.2m followers) have a highly engaged social media following. Now more than ever, with consumers confined to their homes, seeking connections online, this type of loyal community is invaluable for brands. A New York Times article<\/a> in February comparing Virgil Abloh to the late Karl Lagerfeld was widely shared online, helping to keep Off-White one of the most talked-about brands in fashion.<\/p>\n Following the buzz surrounding its Fall\/Winter \u201820 show, Balenciaga rises one place to reclaim its position as 2nd hottest brand in the world, last held by the label in Q3 2019. Meanwhile Nike is among the fastest risers this quarter, climbing nine places into 3rd position \u2013 edging Gucci (now 4th) out of the top three for the first time since The Lyst Index began. The sportswear giant was propelled by a series of powerful global brand initiatives as well as increased consumer demand for products such as hoodies, sweatpants and shorts<\/a>.<\/p>\n Coming in at 5th place, Prada climbs two places in The Lyst Index hottest brands ranking following the announcement in February that Belgian designer Raf Simons would become co-creative director alongside Miuccia Prada. The news also saw Raf Simons\u2019 namesake label enter the hottest brands list for the second time ever, rising 12 positions to place 17th this quarter.<\/p>\n Jacquemus enters The Lyst Index hottest brands ranking for the first time, with the label\u2019s accessories having previously made the hottest products section. The French brand climbs seven places to reach 15th position, after its supermodel-heavy Fall\/Winter \u201820 show boosted social media mentions by over 1,100%. The other new entrants this quarter are Thom Browne and Rick Owens, both eponymous labels of US designers, each with a distinctive and consistent aesthetic. <\/p>\n At the time of writing the global outlook for fashion remains uncertain and fragmented, but there are green shoots of recovery in some of the earliest affected regions. We\u2019ll continue to monitor the data closely, examining how shoppers respond to \u2018the new normal\u2019 of social distancing and economic uncertainty, while hoping for a swift return to better times. Although the crisis is far from over, it is galvanising to see the fashion industry pull together and draw on its resources, creativity and grit to weather the storm and give back to the community.<\/p>\n","report_image_1":false,"report_image_description_1":"","report_image_2":false,"report_image_description_2":"","report_image_3":false,"report_image_description_3":"","brand_quote_title":"What does The Lyst Index tell us about the impact of Covid-19?","brand_quote_text_1":"The Lyst Index shows that consumer allegiance to powerful brands remains strong, even in these uncertain times. But the way in which people interact with brands and shop for fashion is changing fast. The Covid-19 crisis is accelerating shifts that were already happening in our industry, and catalysing further changes. In this unprecedented moment, digital is more important than ever to fashion brands. Information and communication are key for our community. Those who adapt quickly to the changing landscape, using data-backed decisions while drawing on their core strengths, will be best placed to thrive.","brand_quote_credit_1":"Chris Morton, Co-Founder and CEO, Lyst","brand_quote_text_2":"","brand_quote_credit_2":"","pull_quote_1_number":"733%","pull_quote_1_text":"increase in page views for Nike Kobe Bryant sneakers after the athlete tragically passed away in February","pull_quote_2_number":"911%","pull_quote_2_text":"spike in social mentions for Prada, the day it was announced Raf Simons would become co-creative director","hottest_products_section_title":"Hottest Products","hottest_products_section_intro_text":" To find the world\u2019s hottest products, Lyst\u2019s formula filters more than six million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores. We group colours for styles, and take into account global demand per volume of stock available.<\/p>","womens_report_title":"Coronavirus changes the way we shop","womens_report_text":" Telfar enters The Lyst Index for the first time with its embossed logo tote bag, this quarter\u2019s 3rd hottest women\u2019s product. Founded in 2005 by Liberian-American designer Telfar Clemens, the 15-year-old label has built a powerful brand around its inclusive message, \u201cit\u2019s not for you, it\u2019s for everyone.\u201d Retailing for less than $300 and averaging 30,000 searches a month, the vegan leather bag frequently sells out across retailers. The popularity of the unisex style, worn by the likes of singer Solange Knowles and rapper A$AP Ferg, has propelled the label beyond its New York City roots: searches for Telfar are up 29% in Europe this quarter. <\/p>\n As shoppers around the world continue to adapt to life in self-isolation, demand for statement loungewear<\/a> pieces has risen. Anine Bing\u2019s tiger sweatshirt is the 5th hottest women\u2019s product of the quarter. Page views of the sweatshirt spiked 418% in the week following the release of Netflix\u2019s Tiger King series, while searches for the eponymous brand, which counts powerful influencers such as models Gigi Hadid, Kendall Jenner and Rosie Huntington-Whiteley among its fans, rose 19% this quarter. <\/p>\n New Balance sneakers enter the women\u2019s hottest products list for the first time in 7th position. Retailing at $175, searches for the brand\u2019s 993 running shoes peaked in February. Following a successful collaboration with NYC brand Aim\u00e9 Leon Dore in early 2019 \u2014 which reimagined a retro \u201890s New Balance ad campaign featuring an elderly model \u2014 as well as a collaboration with Reformation in the last quarter of 2019, demand for New Balance sneakers has been growing worldwide in terms of both searches and sales. With endorsements by the likes of Kate Middleton, Rihanna and model Kaia Gerber, page views for the brand have increased 41% quarter-on-quarter. <\/p>\n In this period of uncertainty, some shoppers are gravitating towards classic investment pieces, searching for timeless items available pre-owned through luxury resale platforms. Closing the hottest women\u2019s products list as the 10th most popular product, Chanel\u2019s classic double flap bag saw a 75% increase in searches over the quarter.<\/p>\n Perhaps driven by the fact that Chanel does not sell bags<\/a> through its own website, and with bricks-and-mortar luxury stores shuttered in many markets due to the coronavirus outbreak, demand for these classics has increased on second-hand marketplaces. <\/p>\n","hottest_womens_products_block_title":"Hottest Women's Products","womens_product_name_1":"Bottega Veneta padded Cassette bag","womens_product_name_2":"Off-White soft lace bodysuit","womens_product_name_3":"Telfar shopping bag","womens_product_name_4":"Gucci GG pattern tights","womens_product_name_5":"Anine Bing tiger sweatshirt","womens_product_name_6":"Adidas x Beyonc\u00e9 Ivy Park super sleek 72 sneakers","womens_product_name_7":"New Balance 993 sneakers","womens_product_name_8":"Nike Air fleece joggers","womens_product_name_9":"Ganni cotton shirt","womens_product_name_10":"Pre-owned Chanel classic double flap bag","womens_product_image_1":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-1.jpg","womens_product_image_2":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-2.jpg","womens_product_image_3":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-3.jpg","womens_product_image_4":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-4.jpg","womens_product_image_5":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-5.jpg","womens_product_image_6":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-6.jpg","womens_product_image_7":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-7.jpg","womens_product_image_8":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-8.jpg","womens_product_image_9":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-9.jpg","womens_product_image_10":"https:\/\/www.lyst.com\/data\/wp-content\/uploads\/sites\/3\/2020\/04\/womens-q1_20-10.jpg","mens_report_title":"Fashion face masks rise to the fore","mens_report_text":" Kicking off a new decade in fashion, this quarter\u2019s hottest products are eclectic and represent global fashion shoppers\u2019 shifting lifestyles and mindsets over the quarter\u2019s three months. Off-White\u2019s arrow face mask is the hottest men\u2019s product<\/a> in the world. The $95 face mask sold out across retailers worldwide, but is currently listed for up to three times its original price on resale platforms. Streetwear surgical masks are not a new trend. Off-White was among the first to launch branded masks, which have been worn by the likes of rappers Travis Scott, Future and Young Thug since 2016. In January singer Billie Eilish wore a custom Gucci face mask on the Grammy Awards red carpet. But the coronavirus pandemic has seen more labels enter the mask market, and a 496% surge in searches for fashion face masks over the quarter. Millions of shoppers worldwide are searching for masks by Off-White, as well as by Fendi, Bape and Marcelo Burlon.<\/p>\n Also spotted on the red carpet, Prada\u2019s bolo tie takes the 7th spot in the hottest men\u2019s products list. A luxe westernwear trend, championed by rappers Lil Nas X and Quavo, and actor Dylan Sprouse, has caused searches for bolo ties to spike 121% this quarter. When singer Nick Jonas wore a Prada bolo tie to the Golden Globes, demand for the item spiked 78% in 24 hours. <\/p>\n\r\n
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