Balenciaga has once again secured the top spot in the fashion industry as the most powerful brand, according to the latest Lyst Index for the fourth quarter. The brand’s success in recent months can be attributed to its highly anticipated collaboration with iconic cartoon series The Simpsons, as well as the recognition received by designer Demna Gvasalia at the CFDA Awards. Gucci, another brand under the Kering umbrella, claimed the second position, thanks to its successful partnerships with Balenciaga and The North Face. Prada demonstrated its strong comeback in recent years by rising to the third spot.
Significant shifts in the rankings were observed, with Louis Vuitton climbing to fourth place after presenting the final collection of creative director Virgil Abloh in Miami. Moncler experienced the most remarkable jump, moving up six spots to secure fifth place. The brand had a busy period, which included launching fragrances, collaborating with popular brands such as Fortnite and Hoka, and preparing for the highly anticipated ski season.
On the other hand, Dior dropped three places to sixth despite its ski capsule collection. Fendi, Saint Laurent, Versace, and Bottega Veneta completed the top 10.
The rankings of fashion brands were impacted by several significant events that took place during the quarter. The passing of Virgil Abloh had a profound effect on Off-White, which was absent from the list as the brand mourned the loss of its founder. Nevertheless, Gucci has consistently maintained its position at the top, and other brands, including Balenciaga and Nike, have also held the number one spot in the past.
The release of the House of Gucci movie played a significant role in making Gucci’s 1953 Horsebit loafers the most sought-after men’s product of the quarter. Additionally, popular television shows such as Succession, And Just Like That, Emily in Paris, and Squid Game fueled consumer demand for items worn by the protagonists.
The relationship between sports and fashion continued to evolve, with luxury brands appointing athletes as ambassadors and introducing outdoor, active, and ski collections. The “gorpcore” trend, characterized by technical outerwear and footwear, remained highly popular throughout the year. Noteworthy products for cold weather included Prada’s Re-Nylon bucket hat, The Frankie Shop’s quilted jacket, Arc’Teryx’s Alpha SV jacket, and balaclavas from Miu Miu and Stone Island.
As the festive season approached, there was a surge in demand for partywear. Coveted items included Nensi Dojaka’s sheer tulle bustier top, Gucci and Balenciaga’s The Hacker Project crystal jacket famously worn by Beyoncé, and Saint Laurent’s crystal-embellished boots.
The top products of the quarter included the Balenciaga Neo Classic small bag, Prada’s Re-Nylon bucket hat, and The Frankie Shop Teddy quilted jacket. For men, the Gucci 1953 Horsebit loafers took the lead, followed by Omega’s Seamaster Diver 300 Watch and Prada’s Re-Nylon puffer jacket.
Overall, the Lyst Index provides valuable insights into the performance and popularity of fashion brands during the fourth quarter of 2021. It highlights the significant influence of collaborations, television shows, and cultural events on consumer demand. Moreover, the index underscores the impact of weather conditions, with cold weather clothing and partywear items making a strong presence in the rankings.
Useful links:
– Lyst Index Q4 Global Top Brands
– Global Fashion Search 2021
