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06.02.2019 | Альбина Весина

The most popular "suite"

Global search engine for fashion items Lyst.com.ru has published a new issue of the Lyst Index for the final quarter of 2018. The report 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, and the mention of goods, brands on other sites, the analysis of the emotional coloring of all messages.

 
Lyst Index collected the following data for the 4th quarter of 2018:

 

Rating of the most popular brands and products from Lyst
 
Thus, Gucci has once again proved to be the most popular brand in the world due to the demand for the brand's iconic accessories. The bag Gucci Soho Disco became the most desired fashion item among women for the 4th quarter of the year. In the period from October to December, more than 6 million customers were looking for bags, belts or shoes Gucci. These accessories Gucci in the rating of popular products accounted for twice as many purchases as the other eight items combined.
 
Moncler took the 4th place in the rating thanks to the branded down jacket, which entered the rating of the most popular men's and women's products in the 4th quarter. Genius, the second line of the brand, contributed to the strong growth of brand indicators in search queries and engagement in social networks.
 
Burberry entered the Lyst Index as the 10th most popular brand in the world. Judging by Lyst data, without waiting for the autumn-winter show, which will be held this month under the leadership of the creative director Ricardo Tisci, the updated British brand has already found a response among new customers. Instagram WeChat and the brand's Instagram account, the monthly limited-edition new items and drops sold exclusively through the Chinese app WeChat, disperse in a matter of minutes, helping to increase sales in the UK, Italy and China.
 
Italian brands still remain in the leading positions Lyst Index. Fendi rose another four positions, and Stone Island returned to the list after six months of absence, also due to the demand for high-tech outerwear. Search queries about Stone Island among retail partners of Lyst grew by 122% over the last quarter, the brand itself was mentioned in social networks more than 327,000 times.
 
Casual urban style has already moved into the category of high fashion: in this quarter, the jacket North Face and fleece clothing Patagonia entered the ranking of the most popular men's fashion products in the world. The jacket North Face Nuptse invariably remains one of the most popular products of the brand along with limited collaborations. Over the past two months, search queries for fleece products for men have increased by 44%, while the Patagonia Classic Retro-X™ fleece jacket has become an absolute choice.

 

In addition to the brand Patagonia, buyers are imbued with the idea of environmentally friendly brands of sneakers. The French brand Veja got into the Lyst Index for the first time thanks to its Veja V10 ked model. After Veja eco-sneakers were noticed on Meghan Markle's on October 21, online requests for this brand increased by 113%. Allbirds – another environmentally oriented brand of shoes. Search queries about its convenient and sustainable products are also growing.
 
Shoes remain the most influential category in the ratings of popular products. In this quarter, three out of ten popular products are footwear products. Dr. Martens and Ugg – two brands to which all attention is again focused. In the 4th quarter, Dr. Martens Jadon shoes took 8th place in the ranking of the most popular women's fashion products, and Ugg Fluff sandals Yeah – sixth. In general, over the past six months, the number of search queries related to Ugg has increased by 350%.
 
A luxurious baroque Versace robe suddenly became the most popular purchase during the festive period of the quarter. The retail price for the robe was $595, while the number of search queries for it increased by 240% in three months. The probable reason for such demand was that Kanye West, Kevin Hart and Drake posted photos of this model on Instagram.

 

Source: Lyst

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