Loewe, the luxury brand owned by LVMH, has emerged as the most in-demand brand globally, claiming the top spot in Lyst’s latest Index for Q2. This is a significant achievement for Loewe as it surpassed renowned labels like Gucci, Prada, and Balenciaga. With a remarkable 19% increase in searches this quarter, Loewe has captivated customers from various segments of the market with its dedication to craftsmanship and creativity. The brand’s success is further evidenced by the surging demand and sales of its hero products online.
It is worth noting that Loewe’s creative director, Jonathan Anderson, not only led Loewe to the top spot but also retained the 20th position with his eponymous label, JW Anderson, in Q1. This showcases Anderson’s exceptional talent and influence within the industry.
The remaining top 10 brands in the Lyst Index for Q2 comprised Prada (dropping one spot), Versace (up five spots), Miu Miu (down two spots), Bottega Veneta (up one spot), Valentino (down two spots), Saint Laurent (up three spots), Moncler (down five spots), Gucci (remaining static at number nine), and Dior (up one spot). The rankings from 11 to 20 included a mix of luxury and non-luxury brands, such as Louis Vuitton, Dolce & Gabbana, Diesel, Burberry, Jacquemus, SKIMS, Nike, Fendi, JW Anderson, and Balenciaga, which rose two spots to 16th place after making a splash at the Cannes Film Festival.
Versace has been experiencing significant growth and achieved its highest ranking since the inception of The Lyst Index. The brand’s collaboration with celebrities like Anne Hathaway and Dua Lipa has helped it expand its reach and appeal to a broader audience. Similarly, Louis Vuitton climbed two spots in the rankings due to the buzz generated by Pharrell Williams’ highly anticipated debut menswear show.
Alongside the brand rankings, Lyst also highlighted the breakout brands and hot products of the quarter. Goyard, Posse, and Loro Piana were identified as breakout brands that experienced significant upward trajectories. Goyard celebrated its 170th anniversary and saw a 95% increase in searches, while Posse gained a 31% rise in searches driven by the popularity of its Alice linen mini dress. Loro Piana benefited from the “Succession effect” and witnessed a 35% increase in searches.
In terms of the hottest products of the quarter, Loewe’s Anagram tank top, famously worn by Kylie Jenner, claimed the top spot, indicating the enduring popularity of tank tops. The brand’s raffia tote bag also made the list, having achieved cult accessory status over the years. Other notable products included Onitsuka Tiger’s Mexico 66 sneakers, Versace’s Maxi Medusa Biggie sunglasses, and Onitsuka Tiger New Balance’s Aimé Leon Dore shoes, emphasizing the continued significance of sneakers in the fashion industry.
Loewe’s recognition as the world’s hottest brand in Q2 reflects its ability to connect with consumers through its commitment to craftsmanship and creativity. As fashion trends continually evolve, brands like Loewe and Versace, as well as other top performers in the Lyst Index, must adapt and innovate to maintain their leading positions within the industry.
Useful links:
1. Loewe’s official website
2. Lyst Index Q2
