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20.05.2019 | Альбина Весина

Lyst Index 2019: the most popular brands

The global search engine for fashion items Lyst has published a new issue of the Lyst Index of the first quarter of 2019. This is the most important quarterly rating report, which presents the most popular brands and products of the "premium" and "luxury" segments. Every month Lyst analyzes the shopping habits and behavior of more than 5 million online shoppers who search, browse and purchase fashion products from more than 12,000 brands and online stores.The report also takes into account the statistics of social networks of brands, the increase in the number of subscribers, the mention of goods and brands on other sites, the analysis of the emotional coloring of all messages.

Lyst Index for the first quarter of 2019 collected the following data:

Off-White became the most popular brand on the planet, and Gucci and Balenciaga took the next two positions.Saint Laurent and Palm Angels made the biggest jump in the Lyst Index this quarter, rising to 17th and 11th places, respectively.
5 of the 20 most popular brands have faced public criticism this season. The culture of public criticism, led by the Instagram account @DietPrada, is gaining popularity, and brands are taking measures to promote diversity and inclusivity.
The sports hijab Nike took the seventh place in the list of the most popular fashion products of the season. And although search queries for the hijab have steadily grown since its launch, this quarter demand for Lyst increased by 125% after the French sporting goods store Decathlon abandoned plans to sell a sports hijab in response to threats and complaints. This news has increased the mentions of Nike in social networks.networks by 4,900%.
Shoes predominate in the list. Alexander McQueen sneakers with a protruding soletopped the list of the most popular products for women: they were searched for every 2 minutes on Lyst. The list of the most popular men's products consists entirely of sneakers.
Small accessories provided big sales. The rim with rivets from Prada was in second place in the list of the most popular women's products:it was searched for 300% more often in the last 2 months. And thanks to a small handbag Chiquito brand Jacquemus 1,831% more often mentioned in social networks.networks and constantly searched on Lyst.
The search query «tai-dai» is one of the fastest growing this year, and a turtleneck with a print «tai-dai» from Proenza Schouler was on the 9th place among the most popular products for women.
The brand Nike dominated the sneaker market. Sneakers Nike were searched for 33% more often than in the last quarter, the brand rose three positions. 7 out of 10 places among the most popular men's products were at Nike, and in the social network.The brand has been mentioned more than 7 million times in the networks. A pair of Nike Air Force 1 was viewed online every minute, and the Nike LDV Waffle x Sacai sneakers were immediately sold out after appearing on the brand's Japanese website.
Creating and maintaining hype remains a powerful marketing strategy for running shoes. By the release of the new colors Geode Kanye West and adidas attracted attention by putting a limited number of sneakers on sale in "lemonade"kiosks Yeezy, and Kim Kardashian helped to generate additional media interest in the project.