Gucci has once again claimed the top spot in the Lyst Index for Q1, solidifying its position as a leading luxury brand. But the biggest surprise came from Nike, which jumped an impressive nine places to secure the second position. The index also saw the debut of Dior at number three and Louis Vuitton at number seven, causing a significant reshuffling of the top 10 rankings.
The Lyst Index ranks brands based on millions of searches and other data from Lyst and other sources. With the increased reliance on online shopping due to lockdowns, the index provides valuable insights into the preferences and behavior of luxury consumers.
Gucci’s success can be attributed to its ability to connect with digital audiences through brand moments and collaborations. The buzz generated by a picture of Lady Gaga and Adam Driver on the set of the upcoming movie “House of Gucci” further fueled demand for the brand. Dior impressed with its popularity in the pre-owned market and its strong presence in the industry.
Nike’s second-place ranking can be attributed to the seasonal demand for fitness wear and the launch of its highly anticipated hands-free shoes, the Go FlyEase racer. This innovative product garnered widespread appeal and became one of the hottest items on the Lyst Index. Nike also made headlines for taking a legal stance against unauthorized sneakers, emphasizing the brand’s cultural significance and ability to dominate the news cycle.
The Lyst Index also highlights the hottest products in the luxury market. For women, top products included The North Face x Gucci GG canvas bomber jacket, Hermès pre-owned Kelly bag, Bottega Veneta Lug boot, Prada re-edition 2005 nylon bag, The Attico Devon mules, Prada satin headband, and Nike Go FlyEase racer. For men, top products were Adidas Yeezy 450 sneakers, Moncler Gui vest, Prada logo bucket hat, Nike Dunk Low sneakers, and Arc’teryx Beta AR jacket, among others.
There has been a shift towards more expressive and diversified fashion choices, with increased searches for high heels and dresses, indicating a desire to dress up and return to social occasions. The North Face x Gucci collaboration stood out as a successful partnership, garnering attention on social media and selling out instantly.
Luxury resale also played a significant role, with demand for pre-owned Hermès bags and luxury watches seeing a substantial increase. The Kelly bag, in particular, was highly sought after. The Yeezy launch also led to a spike in searches, with resellers capitalizing on the hype.
Politics and cultural events also influenced the market. Senator Bernie Sanders’ Burton Edgecomb jacket gained popularity after his appearance at the US presidential inauguration, causing searches for the brand to rise significantly. Poet Amanda Gorman’s choice to wear a Prada headband at the ceremony also sparked a surge in demand for similar accessories.
Despite the decline of sweatpants, sportswear and activewear remained in high demand. The “gorpcore” trend, which fuses outdoor gear with fashion, resonated particularly with men.
The Lyst Index for Q1 highlights the dynamic nature of the luxury market and the continuous evolution of consumer preferences. The rise of new players like Nike and Dior, as well as the influence of collaborations and cultural moments, demonstrate the industry’s ability to adapt and captivate audiences. Looking ahead to the next quarter, the Gucci-Balenciaga collaboration is expected to make a significant impact on the Lyst Index.
Useful links:
1. Luxury Brands Lyst Index: [link](https://www.lyst.com/news/the-lyst-index/q1-2022)
2. Gucci Official Website: [link](https://www.gucci.com/)
