According to the Lyst Index, Gucci has once again solidified its position as the hottest brand in fashion for the fourth consecutive quarter. The Lyst Index collects data from Lyst, including information from their shoppers, Google searches, and social media engagement. Dior closely follows in second place, while Nike takes third place. However, last quarter had seen Nike in second place and Dior in third, showing a shift in their rankings.
Louis Vuitton has made its way up the ranks, going from seventh to fourth place, and Prada has also climbed from sixth to fifth place. Both brands have enjoyed success due to the popularity of influencer-endorsed products throughout the quarter. On the other hand, Balenciaga has fallen from fourth to sixth place, and Moncler has dropped two spots to seventh place.
Bottega Veneta and Saint Laurent maintain their places in eighth and ninth place respectively, while Versace has moved up from 11th to 10th place, pushing Off-White down to 13th place.
As vaccination rates increase and restrictions ease in key markets, there has been a growing demand for dressier options and travel or leisure-related items. Compared to the same period in 2020, searches for dresses have risen by 371% in the second quarter of 2021. Similarly, searches for sunglasses and beachwear have increased by 198% and 192% respectively.
Celebrities have had a significant impact on fashion trends in the second quarter. For instance, Hailey Bieber and Dua Lipa were seen wearing The Attico’s zebra print bikini, propelling it to the sixth spot in the ranking of the hottest women’s products. Kendall Jenner and Selena Gomez also influenced the popularity of Rodarte’s daisy print dress. Cardi B, Kylie Jenner, and Doja Cat contributed to the demand for bodycon pieces, such as Marine Serre’s Fuseaux Moonfish leggings and Mugler’s sheer panel bodysuit.
Among the top women’s products of the quarter were the Nike Air Force One sneakers, the Bottega Veneta mini Jodie bag, the Jacquemus Le bob Artichaut hat, and an organic denim top from Prada. For men’s products, the Adidas Yeezy Slides took the first place, followed by Off-White’s Virgil sunglasses and the Prada PRAX 01 sneakers. Gender-fluid fashion also experienced growth, with a men’s pleated skirt from Thom Browne making it to the top 10 hottest men’s fashion products. Overall, searches related to gender-fluid fashion saw a 46% increase in the second quarter.
The trend of gender-fluid clothing has resonated particularly well with Gen Z, who are increasingly shaping the fashion industry. Rubber and resin footwear saw a quarter-over-quarter rise in demand of 214%, with Adidas’ resin Yeezy slides being the hottest men’s product and Gucci’s rubber sandals ranking seventh among women’s products.
Gen Z’s preferred social media platform, TikTok, has become a major catalyst for fashion trends. The pandemic has accelerated the growth of digital platforms, leading brands to explore new and creative ways to engage with consumers. In the second quarter, a hoodie linked to a non-fungible token (NFT) was sold for an astounding $26,000. Gucci also joined the trend of fashion brands entering the world of video games by creating a virtual garden on the popular online game platform Roblox.
In conclusion, Gucci’s continuous dominance in the fashion industry, as well as the emerging trends in dressier options and travel and leisurewear, reflect the changing preferences and behaviors of consumers in a post-pandemic world. As the fashion industry adapts to evolving demands and embraces digital innovation, brands must stay ahead of the curve to remain relevant and competitive.
Useful links:
– Lyst: Official website of Lyst, the platform that compiles the Lyst Index data.
– Gucci: Official website of Gucci, the renowned Italian luxury brand mentioned in the article.
