The global search engine for fashion items has published a new edition of the Lyst Index for the first quarter of 2019. This is the most important quarterly rating report, which presents the most popular brands and goods of the premium and luxury segments.
Every month, Lyst analyzes the shopping habits and behavior of over 5 million online shoppers who search, browse and purchase fashion products from over 12,000 brands and online stores. The report also takes into account the statistics of social networks of brands - an increase in the number of subscribers, and mentions of goods, brands on other platforms, analysis of the emotional coloring of all messages.
Results of the Lyst Index Q1 2019:
Off-White became the most popular brand on the planet, with Gucci and Balenciaga taking the next two positions. Saint Laurent and Palm Angels made the biggest leaps in the Lyst Index this quarter, moving up 17th and 11th respectively.
Five of the twenty most popular brands have faced public criticism this season. The culture of public criticism, led by @DietPrada, is growing in popularity, and brands are taking steps to promote diversity and inclusion.
The Nike Sports Hijab was ranked seventh on the list of the most popular fashion items of the season. And while searches for the hijab have grown steadily since it hit the market, demand for Lyst increased 125% this quarter after French sporting goods store Decathlon scrapped plans to sell a sports hijab in response to threats and complaints. The news boosted Nike's social media mentions by 4,900%.
Shoes dominate the list. Alexander McQueen topped the list of hottest shoes for women, with Lyst looking for them every 2 minutes. And the list of the most popular men's products consists entirely of sneakers.
Small accessories made big sales. Prada's studded bezel came in second on the list of the most popular women's products, 300% more searched for it in the last 2 months. And thanks to the small Chiquito purse, the Jacquemus brand was featured on social media by 1,831% and was constantly searched for on Lyst.
The search term "tie-dye" is one of the fastest growing this year, and the Proenza Schouler tie-dye turtleneck is the ninth most popular product for women.
Nike dominated the sneaker market. Nike sneakers were searched 33% more frequently than last quarter, with the brand moving up three spots. Seven out of ten places among the most popular men's products were in Nike, and in social. networks, the brand has been mentioned more than 7 million times. A pair of Nike Air Force 1s were viewed online every minute, and the Nike LDV Waffle x Sacai sneakers were immediately sold out after appearing on the brand's Japanese website.
Building and maintaining hype remains a powerful marketing strategy for sneaker launches. Kanye West and Adidas garnered attention for the new Geode colorway by listing a limited number of sneakers at Yeezy lemonade stalls, and Kim Kardashian helped spark additional media interest in the project.