Moncler’s Genius Evolution

In the closing quarter of 2018, Gucci reclaimed the top spot in the Index, overtaking Off-White and Balenciaga thanks to prolific global demand for the label’s signature accessories. 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. In a critical commercial quarter skewed by seasonal reductions and holiday shopping, Alessandro Michele’s designs were 2018’s hottest luxury fashion gifts.

Italian luxury outerwear brand Moncler has jumped 12 places into 4th position, with a signature down jacket in both the women’s and men’s hottest products list this quarter. Under chairman and CEO Remo Ruffini, the brand has diversified its product offering to include the Genius collection; a collaboration project with eight different designers. An ambitious and artistic initiative featuring some of the industry’s most revered design talent, the Genius diffusion lines drop monthly, and were responsible for the brand’s biggest spikes in both social engagement and search volume. When actor Ezra Miller wore Pierpaolo Piccioli’s full-length black quilted puffer cape on the red carpet at the premiere for the new Fantastic Beasts movie, it boosted Moncler social mentions by 54% in 24 hours. Meanwhile more classic down jackets also continue to drive sales worldwide, with the instantly recognizable Maya jacket the most wanted men’s shape. With more Genius collection lines dropping in 2019, will Moncler be able to continue its upward brand momentum beyond the winter season, or have we hit peak posh puffer?

Italian brands continue to dominate the Index. Fendi has climbed up a further four places, while Stone Island re-enters the hottest brands list after six months out of the top ten, also thanks to demand for branded technical outerwear. Searches for Stone Island across Lyst’s partner retailers jumped 122% last quarter and the brand was mentioned over 327,000 times on social media.

Meanwhile, promising signals for Burberry as the brand undergoes a period of transformation under new chief creative officer Riccardo Tisci. Despite fluctuating share prices and initial skepticism from analysts, Lyst data shows the revamped British brand is now resonating with new customers. Burberry has jumped four places to enter the Lyst Index as the world’s 10th hottest brand. New limited-edition monthly drops exclusively shoppable through Instagram and Chinese messaging app WeChat have been selling out in a matter of hours, helping boost sales in the UK, Italy, and China. “The initial response has been exceptional,” chief executive Marco Gobbetti explained at a press conference. Burberry’s holiday campaign — starring Kristin Scott Thomas, Matt Smith, M.I.A., Naomi Campbell and her mother — helped get over 17.5 million people talking about the brand on social media in just three months.