Off-White is the most desired brand in global fashion

Off-White is the most desired brand in global fashion

Gucci third, climb of Bottega Veneta. The sneaker the cult object

Off-White, the young Italian brand founded in 2012 by the American designer Virgil Abloh as creative director, famous for his collaborations (he is part of the New Guards Group of Claudio Antonioli, Davide De Giglio and Marcelo Burlon), is the most desired brand of the planet, followed by Balenciaga and Gucci (dropped to third place). Bottega Veneta is on the rise. These are the evidences of the new Lyst Index, the quarterly ranking of the most sought after and globally purchased fashion brands and products. The platform, focusing on the period from July to September 2019, studied the behavior of over 9 million users who search and buy online fashion clothes and accessories each month, choosing from more than 12,000 boutiques and online stores. And he crossed them with Google search data and social media metrics, including the growth of brand followers, product mentions on multiple platforms, engagement statistics and search for related keywords over a period of 3 months.

The top 20 of the most popular brands in the first quarter of 2019 confirms that Italian fashion continues to dictate worldwide: starting from Off-White and Gucci – respectively in first and third place – most of the positions are occupied by brands of the peninsula.

One year after the arrival of Daniel Lee as Creative Director, Bottega Veneta enters for the first time in the ranking of the most desired brands of Lyst, earning 21 positions. Bottega Veneta padded nappa sandals are officially the most desired women’s shoes of the last quarter. A fixed presence in the first rows of the spring-summer 2020 fashion runways in September, in this same month the searches for Bottega Veneta’s shoes have soared by 156%. Although he has not yet reached the Top 20 of the most desired brands of the moment, Jacquemus has climbed 37 positions in the report. The Chiquito mini handbag is back in the ranking of the most desired women’s products for the second time this year, reaching over 12,500 searches a month during the past quarter. At the same time, the demand for Jacquemus items worldwide has increased by 131% on an annual basis.

Paco Rabanne is no exception. The brand’s global searches have increased by 31% on an annual basis and the 1969 bag – approved by influencers like Priyanka Chopra and Emily Ratajkowski – is in tenth place in the list of the most desired women’s products, thus making the brand enter the Lyst Index for first time.

Moncler’s “Bramant” down jacket is the most desired men’s product in the 3rd quarter. Model exhumed from the archives of the fashion house, with the classic badge with logo on the chest, this jacket has triggered an increase in searches of 92% in the month of September only.

Having entered the list of the most desired women’s products eight times in the last two years, the world-famous Gucci belt also appears for the first time in the men’s ranking, taking second place this quarter. The men’s leather belt with double G buckle had an average of 110,000 searches online a month worldwide starting in July.

The sneakers remain the most desired product category in the report.

The Adidas Continental 80 sneakers win the third place in the ranking of the most desired women’s products. Worn by celebrities such as Kendall Jenner, Hailey Bieber and Sofia Richie, the research of this product – at a very affordable price – increased by 170% this quarter.
Thanks to the continuous stylistic innovations, the Air Jordan 1 Mid SE by Nikecontain the third position in the ranking of the most desired men’s products; this model’s research has risen 31% this quarter.
In fifth place in the same ranking we find the brand new version of the Adidas by Raf Simons Ozweego sneakers, which have contributed to an increase in Ozweego sneaker searches by 41% in the last three months.