The first quarter of 2021 has seen notable trends and brands in the fashion industry, according to Lyst, a fashion-focused search engine. Lyst’s quarterly report is based on the behavior of its online users, with data weighted by Google search data, mentions on social media, and engagement statistics.
Gucci continues to dominate the fashion scene as the most searched brand this quarter. The Italian fashion house has maintained its popularity, fueled by the release of its first digital sneakers and the anticipation surrounding the filming of the House of Gucci film featuring Lady Gaga. In addition, Gucci’s collaboration with outdoor brand The North Face has been a major success. The monogrammed jacket from this collection was the most searched item in the women’s category this quarter. Lyst predicts further success for Gucci’s recent fashion hack with Balenciaga. The Kering group’s latest figures also support this trend, with Gucci reporting a revenue of 2.17 billion euros in the first quarter of 2021, a 24.6% increase compared to the same period in 2020.
The loungewear trend, which gained popularity during the Covid-19 crisis in 2020, is now on the decline. As sunny days approach and the prospect of reopening emerges, internet users are shifting their focus to more dressed-up pieces. Search volumes for categories like “high heels” and “dresses” have increased significantly by +163% and +222%, respectively, in the first quarter. Outdoor clothing, especially for men, remains a strong trend.
The secondhand market is experiencing significant growth, particularly in timeless classics. The Hermes Kelly bag is the second most searched product in the first quarter of this year, but what is interesting is that it is in the resale market. Demand for secondhand Hermes bags, across all models, has skyrocketed by +430%. Luxury pre-owned watches have also seen an increase in searches by +47%. This reflects a growing attraction towards drops and new arrivals, as well as a focus on sustainable investment, emphasizing the opposing yet complementary consumption trends.
For the full Lyst ranking, click here.
