Q4 2018: Gucci barefoot Off-White. And Burberry falls into the top ten

Q4 2018: Gucci barefoot Off-White. And Burberry falls into the top ten

Gucci dominates in the fourth quarter of 2018, particularly significant because it includes pre-Christmas sales

 

The Kering brand then regains first place, after the previous quarter had been kicked off by Off-White. The brand designed by Virgil Abloh has to be satisfied with the silver medal.

Lyst has studied the behavior of over 5 million users who every month search and buy fashion clothes and accessories online, choosing from more than 12 thousand boutiques and e-stores, without neglecting some factors related to social media: the growth of the followers of a brands rather than others, mentions on product platforms, keywords and, more generally, sentiment.

Some interesting results have emerged. For example, between October and December 2018 there were over 6 million people looking for a bag, a belt or a pair of Gucci shoes.

In the Lyst Index relating to the most desired women’s products, in particular, stand the shoulder bag in Gucci Soho Disco leather (pictured) and the belt always in leather with the double G turned into a buckle: items that generated double the orders compared to those of all the other eight proposals in this top ten, namely the Veja V10 sneaker, third, followed by the Moncler Genius 3 Grenoble Vonne printed ski jacket, the Versace Chain Reaction sneaker, the Ugg Fluff Yeah sneaker, the stocking sneaker Balenciaga Speed, the amphibian Dr Martens Jadon, the Fila Ray sneaker and the leather shoulder bag with Saint Laurent monogram chain.

In addition to Gucci and Off-White, the most desired brands of the moment are Balenciaga, Moncler, Fendi, Versace, Stone Island, Vetements, Valentino and Burberry: the strong Italian component within the classification and the particularly positive performances of some brands.

Fendi moves from ninth to fifth position, while Stone Island falls in the Top 10 after six months in which he was not present. Moncler, fourth after Balenciaga, makes a jump of 12 positions thanks not only to the duvets, but also to the success of the Genius line.

Burberry is the tenth of the hottest brands of the moment: it falls within the Lyst Index, with a jump four positions. An advance that is a good omen for the new creative director Riccardo Tisci. It should be noted that the limited edition products of the English label that preceded the launch of the 2019 spring-summer collection went sold out, relying exclusively on the sale through Instagram and the Chinese WeChat app.

At the merchandise level, six of the most sought-after products by women are shoes, thanks to the revamp of iconic names – see Dr Martens and Ugg, whose overall research has grown in the last six months by 350% – and “testimonials” like Meghan Markle: after Prince Harry’s wife was photographed with a pair of Veja shoes on her feet last October 21st, this French eco-friendly sneaker brand has climbed the chart, getting overtaken only by Gucci.

The list of the most desired male products sees first the Nike Air Force 1 ’07 LV8 Utility Volt sneaker, the North Face Nuptse down jacket, the third the Patagonia Classic Retro-X fleece zip wrap, the fourth the Fendi Bag Bugs zipped windbreaker, on the fifth the Stone Island long sleeve shirt, on the sixth the Moncler Maya down jacket, on the seventh the wool sweater with the Givenchy logo and on the eighth the Versace baroque bathrobe with detail, sold at 595 dollars and with 240% increased searches over the three months, thanks to the social posts of people like Kanye West and others while wearing this garment. Nona is the Converse high-top sneaker x Off-White Check 70 and the Puma RS-X Reinvention.

The urban hiker style prevails with some luxury concessions between the domestic walls, where those who can afford it wear Versace’s bathrobe. It should be noted that in the last two months, searches for men’s fleece garments scored + 44%.