OFF-WHITE, GUCCI AND BALENCIAGA LEAD THE Q4 LYST INDEX

The Lyst Index is a ranking of fashion’s hottest brands and products compiled by the global fashion search platform by analyzing the online shopping behavior of more than nine million shoppers as they search, browse and buy fashion across 12,000 designers and stores online in a month. The survey is based on 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. For many of the hottest brands, Q4 wasn’t just about maximizing sales but also about sustainability initiatives driven by Gucci’s Carbon Neutral challenge and Burberry’s partnership with The Real Real. Despite bullish discounting around Black Friday, Singles day and Christmas, the report highlights how shoppers opted for recognizable ‘core’ or non-seasonal products that weren’t marked down or searched for a brand on sale but then bought full price. While Virgil Abloh predicts that the streetwear buzz will wane over the next decade, Off-White still gets the top slot as the hottest brand of the year, followed by Gucci. Among the big hitters in the top 20 are Balenciaga, fueled by its Hourglass bag, Moncler, which gained 10 positions, Versace, Fendi, Prada, Valentino, Saint Laurent, Burberry, Stone Island, Nike, Givenchy, Bottega Veneta, which gained a 32% increase in searches, Vetements, Yeezy, Acne Studios, Canada Goose that gained 14 spots, Dr. Martens and Loewe. As for the five hottest Q4 products, Lyst lists Gucci’s GG logo belt, which averaged 165,000 online monthly searches, Amina Muaddi Gilda glitter crystal sands, Prada’s Monolith combat boots, Acne Studios checked scarf and Bottega Veneta’s The Pouch mini leather cutch.