Nike and Birkenstock have emerged as the top brands in the most recent Lyst Index, signaling a shift in consumer behavior amidst the unique circumstances of the fashion retail world this year. The second quarter of 2020, characterized by unprecedented global conditions, has seen a significant change in the type of fashion items people are gravitating towards online. From April to June, the Lyst Index revealed that Nike, known for its sportswear, has surpassed luxury designer labels to become the most sought-after brand. This change can be linked to consumers prioritizing comfort and adjusting to new lifestyles, including reimagined workout routines that necessitate the right clothing and footwear.
This marks the first time in history that a luxury fashion brand has not claimed the top spot in The Lyst Index. Nike’s remarkable 75% increase in digital sales, which accounted for 30% of its total revenue, underscores the brand’s strong digital presence. Nevertheless, designer labels like Off-White, Gucci, Balenciaga, and Prada have managed to maintain their positions among the top rankings. Similarly, brands such as Adidas, which experienced a surge in demand similar to Nike, have left their mark on the index as well.
The shift towards more practical and modest pieces was evident in consumer preferences during the second quarter. The Birkenstock Arizona double strap sandals, priced at $99.95, emerged as the top women’s product, reflecting a growing trend towards gender-neutral fashion. Searches for this product skyrocketed by 225% during the quarter, resulting in a sell-out across various retailers. Additionally, the interest in protective yet stylish face masks was notable, with Marine Serre X R-pur face mask securing the second position on the index.
The impact of the ongoing coronavirus pandemic was palpable throughout the quarter, causing fluctuations in consumer confidence. As some markets began to ease lockdown restrictions, a gradual return to normalcy was observed. In June, global demands for greater equality and racial justice echoed following the tragic death of George Floyd. Taking advantage of the changed landscape, Nike integrated an anti-racism message into its marketing campaigns, striking a chord with audiences worldwide.
As the fashion industry continues to navigate the challenges posed by the pandemic, brands like Nike and Birkenstock have adapted their strategies to establish genuine connections with consumers. The most recent Lyst Index serves as a mirror reflecting the shifting dynamics in the fashion retail realm, where comfort, practicality, and a dedication to social causes are the focal points of consumer preferences.
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