The third quarter of 2020 saw a surge in online searches for fashion brands and pieces, according to the rankings released by Lyst, a specialized search engine with nine million monthly users. Topping the list as the most searched brand was Gucci, reclaiming its position after a year. Gucci’s success can be attributed to its innovative strategies, including its commitment to opposing collection turnover pressure and its innovative campaigns. For instance, the release of Epilogue, presented as a 12-hour livestream with an artistic performance, garnered over 35 million views in July. Despite not meeting sales expectations, Gucci experienced a significant increase of 52% in searches compared to the previous year. Following Gucci in the rankings were two streetwear brands – Off-White and Nike. Additionally, six French fashion houses made it to the Top 20, with notable rises for Marine Serre (20th place, up ten spots) and Givenchy (18th place, up eight spots) due to their respective recent launches.
In terms of popular products during the third quarter, the Telfar Bag stood out in the women’s category. Designed by Telfar Clemens, the accessory gained considerable visibility on social media and experienced a 270% increase in searches on Lyst. Marine Serre’s Moon print, featured in Beyoncé’s music video for “Already,” ranked as the second most searched piece. This print, created by the 2017 LVMH Prize winner, aligns with the designer’s sustainable fashion values and saw an 83% increase in demand. The bob hat created by Simon Porte Jacquemus, another LVMH Prize winner in 2015, completed the Top 3 and demonstrated a preference for pieces from young designers with strong commitments.
In the men’s category, the most searched for product was the result of a collaboration between Dior and Nike’s Jordan brand – the Air Dior shoes. Launching with 8,500 units, these shoes generated a waiting list of over five million applicants. As the trend for streetwear and casual pieces continues to thrive during periods of social distancing, searches for comfortable shoes (such as Birkenstock and UGG) and loose-fitting styles (like Nike jogging pants and Patagonia shorts) have significantly increased.
Lastly, it is important to mention the impact of the ongoing pandemic on fashion preferences. Face masks have become an emblematic accessory of 2020, and searches for this type of product saw a 389% increase during the third quarter. Adidas’ three-pack of masks, offered in two different sizes, generated the most searches.
For the complete Lyst Index, click here.
Useful links:
1. For more information on the Lyst Index and fashion trends, visit Lyst.
2. To explore sustainable fashion options and brands, check out this article by Lyst.
