Off-White tops Lyst Index for Q1 2019
Global fashion search platform Lyst has released 2019’s first instalment of The Lyst Index, its quarterly report ranking fashion’s hottest brands and products. For Q1 2019 Virgil Abloh's Off-White has retained the top spot.To compile the results, for a whole month Lyst analysed the online shopping behaviour of more than 5m shoppers, browsing and buying fashion across 12,000 designers and stores online. The report also factors in rich social media metrics, taking into account brand follower growth and multi-platform mentions of products, brands and related keywords.
The Q1 2019 data reveals that Off-White is back in first position as the hottest brand, while Gucci and Balenciaga take second and third positions. Saint Laurent saw the biggest movement up the Index this quarter, jumping 17 places.
With "call-out culture" becoming more prevalent, brands are facing new challenges, and taking timely and important action to proactively embrace diversity and inclusion. The Index reveals that moments of brand turbulence don’t necessarily dent consumer demand. Dolce & Gabbana has moved up 6 places this quarter.
Italian luxury megabrands continue to own the Index: nine out of the Top 20 brands are Italian. Palm Angels enters the Index for the first time, joining luxury streetwear giants Off-White, Stone Island and Yeezy in the top 20.
Nike’s sporting hijab is the 7th hottest fashion product in the world this quarter. While searches for the hijab have been increasing since its release, demand went up 125% on Lyst this quarter after retailer Decathlon abandoned its plans to sell a sporting hijab in France. The news boosted Nike’s social mentions by 4,900%.
Small, Instagram-friendly, accessories drove big sales. Prada’s stud-embellished headband was the 2nd hottest women’s product in Q1 - responsible for a 300% increase in searches in just 2 months. While the pocket-sized Jacquemus Chiquito bag boosted the brand’s social impressions by 1,831% and sparked thousands of searches on Lyst.
“Tie-dye” is one of the fastest growing fashion search keywords of the year so far and the Proenza Schouler tie-dye turtleneck is the 9th hottest women’s product.
For the first time, the Men’s list is made up of only sneakers, and is dominated by Nike. Sneaker collaborations like the Nike x Supreme Air Max 98 and Nike LDV Waffle x Sacai drops continue to drive huge spikes in search and social buzz. With a 33% increase in searches for Nike sneakers since last quarter, the brand went up 3 places.
Established in 2010, Lyst is a global fashion search platform that brings together 5m products from 12,000 of the world’s leading brands in one place.