Prada is truly excelling as the latest Lyst Index ranking, released last Wednesday, once again proclaimed it the hottest brand globally.
Despite facing challenges during the pandemic, the brand is evidently on the rebound. Prada has topped the Lyst Index three times since Q4/2022, and in the past three months, brand searches have surged by 41% compared to the same period last year worldwide. With “sister” brand Miu Miu in second place, the Italian luxury industry is making strong strides at present.
Other notable names in the top 20 this time include Moncler, rising two spots to fifth place, as well as Balenciaga, climbing two ranks to 12th place. Burberry moved up one rank to ninth place, and Jacquemus, a brand that has quickly risen in recent years and regularly appears in the list of popular items, claimed the eighth position this time.
Other notable changes include The Row making its first appearance in the top 20, with searches increasing by 93% this quarter. This is not surprising as last year was the era of ‘quiet luxury’, a trend the brand has been following. “With limited activity on social media and a seemingly unchanged brand DNA, The Row has quietly built a substantial fan base since its debut in 2006, winning six CFDA awards in nearly two decades,” Lyst shared.
UGG made a comeback in the ranking at 17th place, with the UGG Tasman slippers appearing as the sixth hottest product this quarter. The last brand to enter the Top 20 for the first time is Balenciaga, “thanks to its strategy of using brand ambassadors and the rebranding process.” Image reshaping was essential after an poorly received advertising campaign led to negative reviews and some luxury consumers turning away. The pre-fall 2024 show “was seen as a soft launch for a powerful collection.” And the collaboration collection with Erewhon, including a hoodie, t-shirt, and tote bag, “quickly sold out and garnered over 10.1 billion views on TikTok, with searches increasing by 7% on Lyst.”
Meanwhile, Skims is one of the fastest-growing brands this quarter, rising three spots to 14th place. Lyst says the brand “continues to gain momentum after collaborating with Swarovski on an exclusive collection featuring body-contouring jewelry and crystal-embedded shapewear, and becoming the official underwear partner for the NBA; men’s boxer shorts are currently in the tenth position in the list of hottest products.”
In summary, the top 10 includes Prada, Miu Miu, Loewe, Bottega Veneta, Moncler, Saint Laurent, Versace, Jacquemus, Burberry, and Valentino.
And the top 20 includes Gucci at 11th place, followed by Balenciaga, Diesel, Skims, Dior, Louis Vuitton, UGG, The Row, JW Anderson, and Fendi.
Among the three ‘Breakout Brands’ this quarter (brands rapidly rising on a strong trajectory), Victoria Beckham is mentioned. While the business may not be profitable yet, its appeal cannot be denied compared to overall sales.
Following the documentary film about Beckham on Netflix, searches for the brand soared by 68% on Lyst in October, driven by demand for the ‘My Dad Had a Rolls-Royce’ t-shirt. Overall, searches increased by 34% this quarter.
It seems odd for a longstanding name like Ralph Lauren to be described as a new brand. But Ralph Lauren introduced its first collaboration with Artist in Residence, which had a significant impact. “Accepted for its quiet luxury and cute style, the slim-fit polo shirt and Chino baseball cap stand out as addictive products this quarter,” Lyst explains, with searches for the brand increasing by 22%.
The most sought-after items Meanwhile, a young brand specializing in running called On also made the breakout list with searches skyrocketing by 592%, and the On x Loewe sneaker appearing as the hottest product of the brand.
Regarding the most sought-after products of Q4, The Row’s Margaux bag tops the list, “hailed by some as ‘the new Birkin’.” Worn by celebrities like Kendall Jenner, Zoë Kravitz, and Jennifer Lawrence, searches for this elusive tote bag surged by 63% this quarter and by 198% compared to the same period last year.
Victoria Beckham’s Frame Buckle belt is the second hottest product of Q4, thanks to a 28% increase in belt design trends, “as belts return with high growth rates, it’s an accessible solution for customers seeking luxury items on a reasonable budget.”
Miu Miu’s Kitten heels rank third, “fitting the cherry red trend of this season, creating a halo effect in the world of footwear.” Searches surged by 49% in November.
Stepping away from luxury, Adidas Originals’ Country OG sneakers stand at fourth place, and surprisingly, only a single pair of sneakers made it to the list of hottest products this quarter. The increasing popularity of gold-plated accessories led to a 14% increase in searches for 70s-style running shoes.
Prada’s logo sneakers at fifth place have propelled the brand to the top, and the popularity of UGG’s Tasman slippers at sixth place was mentioned earlier.
Meanwhile, COS’ wool hat stands at seventh place. “Praised as ‘Saint Laurent’s counterpart’ on TikTok for its style equivalence, this high-end streetwear product quickly became a sensation and sold out,” Lyst noted.
Ralph Lauren’s baseball cap ranks eighth, and Arc’teryx Atom down jacket ranks ninth, “emphasizing the blur between style and functionality. The long-term impact of the Covid-19 pandemic has led to increased interest in nature and outdoor activities, reflected in the continuous growth of sports brands.”
Finally, the tenth place is dominated by Skims boxer shorts, as mentioned earlier.
