Brand Miu Miu has emerged as the most popular brand in Lyst’s ranking for the third quarter of this year. This is a significant milestone for Miu Miu, as it is the first time the brand has achieved the top position on the list. Two factors that have contributed to its success are the collaboration with Church’s and the launch of its fall/winter collection, both of which have resonated well with its target audience. The brand’s social media campaign, especially on TikTok, has been a massive hit, amassing an impressive 223 million views. Furthermore, Miu Miu has also been recognized for having the most distinctive values, as per the Brand Magic Index, adding to the brand’s accomplishment as it celebrates its 30th anniversary this year.
Former top-ranked brand Loewe has slipped to second place this quarter. The launch of its Squeeze bag and the appointment of Chinese actress Yang Mi as its ambassador have garnered attention, particularly from the Chinese market. On the other hand, Prada has secured the third spot on the podium. The brand’s recent initiatives, such as opening a café in Tuscany and launching floral pop-ups worldwide, have complemented its latest advertising campaign. With both Miu Miu and Prada leading the rankings, the Italian fashion group is poised to capitalize on their growing popularity.
While some brands, including Bottega Veneta, Versace, Saint Laurent, Moncler, and Valentino, have experienced minimal movement within the rankings, there have been notable changes. Jacquemus has made a significant leap from 15th to 9th place in just three months, thanks to the success of its “Le Chouchou” runway show, viral VR marketing campaigns, and involvement in Beyoncé’s tour. Burberry has also climbed four places to secure the 10th position, receiving positive feedback from its community since the appointment of new Creative Director Daniel Lee and introducing initiatives called “Burberry Street.”
However, Gucci’s position has slipped to 12th place. Despite consistently dominating the rankings last year, the brand has experienced a decline in popularity over time. Changes such as the appointment of a new brand director and executive vice president, Alessio Vannetti, and the introduction of the first collection from new Creative Director Sabato De Sarno, who replaces the popular Alessandro Michele, have contributed to this shift.
Louis Vuitton has also dropped a few places, moving from 11th to 16th. Noteworthy additions to the top 20 list include Ferragamo, marking its first appearance, as well as the growing popularity of Tory Burch and Helmut Lang.
In terms of products, Maison Margiela’s Tabi shoes have claimed the top spot, experiencing a 342% increase in searches in September. Miu Miu’s knitted cardigan ranks second, followed by COS’s quilted bag, Nike x Martine Rose Shox MR4 Mule sneakers, Birkenstock Arizona sandals, and Tory Burch’s pierced mules. These products have stood out among the vast number of items analyzed by Lyst Index.
Useful links:
1. Miu Miu Official Website
2. Prada Official Website
