According to the latest Lyst Index, Prada has emerged as the top brand in the fashion world, showcasing a remarkable recovery for the brand after facing financial challenges during the early stages of the pandemic. This is a significant achievement for Prada as it secures the top spot on the quarterly list for the first time, suggesting that even greater success may lie ahead.
During the quarter, searches for Prada increased by a substantial 37%, indicating the brand’s growing popularity. The brand’s logo slingbacks, in particular, ranked as the fourth hottest product of the year, highlighting their appeal among consumers. The Prada logo, in general, was widely embraced in 2022, further contributing to the brand’s success.
The top 20 brands list witnessed notable changes in the fourth quarter. Balenciaga, previously a consistent frontrunner, dropped seven places due to negative publicity. On the other hand, Moncler, Miu Miu, Bottega Veneta, Loewe, Dolce & Gabbana, and Saint Laurent all made upward moves within the top 10, resulting in the most movement recorded since the chart’s inception. Of these brands, Moncler experienced significant growth, soaring 14 places to secure the third spot with a 76% surge in searches.
Balenciaga’s parent company, Kering, found some positive news as both Saint Laurent and Bottega Veneta performed strongly. A boost in searches for Bottega Veneta’s dresses was driven by Margot Robbie’s endorsement of the brand, after she wore a custom jersey dress, resulting in a staggering 143% increase in searches within just 24 hours.
The quarter also saw the entrance of Ugg and Coach into the ranking. Ugg made its debut, while Coach secured the 19th spot. These brands were able to connect with Generation Z consumers, which contributed to their inclusion in the top brand list.
Additionally, the “Breakout Brands” of the quarter included 16Arlington, Alaïa, and Mugler. These brands showcased the enduring influence of their late designer-founders and the ability of their current leaders to maintain their success. The significant growth in searches for these brands further emphasized their rising popularity.
In terms of the hottest products of the quarter, a mix of trendy and timeless pieces made the ranking. Saint Laurent’s Icare bag claimed the top spot with a 46% increase in searches, driven by its popularity among celebrities like Bella Hadid and Zoë Kravitz. Tote bags also experienced a surge in interest with a 55% rise in searches. Miu Miu’s logo-patch satin briefs made their mark at number nine on the list, with a remarkable 96% increase in searches. Party dressing was also a significant trend, as 16Arlington’s Solaria dress ranked fourth and Mach & Mach’s bow shoes ranked eighth.
In terms of accessories, Acne’s mohair checked scarf saw a 52% rise in searches, marking the third time a checked scarf from the brand made the hottest products list. Dr. Marten’s Leonore Chelsea boots claimed the third spot, reflecting the resurgence of 90s grunge fashion and the boots’ excellent reviews for warmth and comfort. Lastly, the collaboration between Crocs and Salehe Bembury resulted in the Crocs x Salehe Bembury clogs entering the index at number 10.
Overall, Prada’s rise to the top of the Lyst Index demonstrates its strong recovery and potential for future success. The rankings also shed light on the shifting dynamics and evolving trends within the fashion industry, as well as the impact of celebrity endorsements and collaborations on consumer behavior.
Useful links: Business of Fashion – The Lyst Index Q4 2022: Hottest Brands and Products, Vogue – Prada Tops the Lyst Index Q4 2022
