MILAN – Gucci is the world’s most successful brand, according to global fashion research platform Lyst’s fourth quarter ranking of the industry’s most popular names and products in 2018.
After relinquishing the top spot to Off-White over the summer, the Italian fashion house regained its position as the most sought-after brand online from October through December.
By analyzing the buying behavior of more than five million monthly customers browsing and purchasing items from 12,000 designers and online stores, Lyst compiled its quarterly index, taking into account Google search data, conversion rates and of sales, as well as social media metrics, including brand and product mentions and engagement metrics.
“We added social media as one of the factors because it’s so influential now,” said Jenny Cossons, director of partnerships at Lyst.
“I’m sure the essence of Gucci’s success lies in the fact that at all prices and all ages, people want to share it. The fact that my kids know Gucci but don’t know some of these other big established brands is super interesting. It’s also an adjective in London, people are like ‘It’s so Gucci’ even though it’s not Gucci, so it’s transformed the culture, it’s beyond fashion now, and I think it’s crazy, ”she continued, noting that part of the brand’s appeal lies in its“ different and unique aesthetic ”which“ felt like there was something for everyone. tastes “.
Demand for Gucci items was particularly in the accessories category, as the brand’s Soho Disco leather bag and iconic belt with the GG logo were the top two products out of the top 10 items most wanted by women around the world. . Between October and December, these Gucci accessories generated double orders for the remaining eight products in the ranking combined.
As Off-White slipped to second place, Demna Gvasalia’s influence remained constant as Balenciaga and Vetements retained their third and eighth positions in the ranking of hottest brands, respectively.
The rest of the Top 10 standings speak Italian, as Cossons remarked that it was “the most interesting market right now”. Capsule collections and trends such as logomania and sportswear contributed to the result.
Moncler dropped from 16th to fourth position, mainly due to social media engagement and spike in search volume generated by its Genius collections developed in collaboration with eight guest designers, including Pierpaolo Piccioli, Simone Rocha, Craig Green and Francesco Ragazzi.
The Fendi Mania capsule collection and the link with Fila lifted Fendi from ninth to fifth position, while Versace consolidated its place as the sixth most desirable brand in the world.
Driven by the ath-leisure trend, search for Stone Island increased 122% in the last quarter of 2018 and the brand was mentioned 327,000 times on social media, securing the seventh position in the rankings.
“The love and excitement that surrounds Valentino is crazy,” Cossons said of the ninth most desirable brand in the rankings, as she thanked Burberry Italian Creative Director Riccardo Tisci and General Manager Marco Gobbetti for refreshing the appeal of the English brand. Burberry’s limited-edition capsule collections launched monthly and available exclusively on Instagram and WeChat have boosted overall sales for the company, which is the 10th hottest brand, according to Lyst.
In addition to capsule collections, the activewear trend and inspiration from the ’90s have contributed to the popularity of brands such as North Face and Patagonia with male consumers. North Face’s signature Nuptse puffer jacket and Patagonia Classic Retro-X fleece jacket finished second and third in the ranking of most popular men’s products, respectively, after the Nike Air Force 1 ’07 LV8 Utility Volt sneaker style.
Sneakers have proven to be (still) strong for both men and women, with the former looking for the Converse x Off-White Chuck 70 and Puma RS-X Reinvention styles, and the latter looking for the Versace Chain Reaction, Balenciaga Speed sneakers. And Fila Ray.
The role of ‘real influencers’ is also crucial for the category, as French brand Veja debuted on the list of most popular products for women with its eco-friendly V10 style after Meghan Markle sported it. in October, boosting online searches by 113 percent.
More recently, male consumers took a similar approach when football star Cristiano Ronaldo arrived in court in Madrid to face tax evasion charges wearing white Alexander McQueen sneakers, which spiked research on the 42% style.
The power of influencers also affected sales of Versace’s baroque embroidered dress, as searches for the product increased 240% after Instagram feeds showed Kanye West, Drake and Kevin Hart wearing the design.
Given the relevance of Italian brands, Lyst unveiled in September a site located in the country after “seeing a great opportunity here, since it is number three [in] our non-English speaking markets, ”Cossons said.
Founded in 2010 by Chris Morton and Sebastjan Trepca, Lyst has over 100 employees in its London and New York offices and reported sales of $ 325 million in 2018.