in StyleWords By Graeme Campbell
Getty Images / Daniel Zuchnik
Fashion going out of fashion? What a ridiculous notion! At least, that's according toLyst's Q3 report of the world’s top fashion brands. The global search platform has unveiled its latest findings and it seems people are interested in more than just sweatpants.
Unsurprisingly, earlier reports in the year revealed that consumers had eschewed luxury and formal garb in favor of comfortable loungewear. While the hottest product lists are still top-heavy with sportswear and activewear suitable for the home, Lyst postulates that there is a reason for optimism among brands that combine a strong point of view with a robust approach to digital. In a time of brand overload, personality and the ability to stand out is more vital than ever.
“If early lockdown saw consumer confidence falter and preferences pivot toward loungewear and activewear, the third quarter of the year painted a sunnier picture, all things considered,” read the report. “Shoppers are willing to spend on brands that spark excitement and joy, while categories associated with life before Covid-19, such as bags and high heels, are rising again, global uncertainty notwithstanding.” Few others embody such things better than Telfar, whose independent spirit and democratic message has won legions of new fans over the last couple of years. Its handbag was named the hottest product in the world.
There are no real surprises in the hottest brand categories, with only Jacquemus and Marine Serre joining the usual familiar faces. Prada, now with Raf Simons on board, tripled its online sales revenue, while there was plenty of buzz about Fendi due to the appointment of Kim Jones as artistic director of womenswear. Gucci's ranking as the quarter's hottest brand can be heavily attributed to the livestream of its Epilogue collection in July, where worldwide views exceeded 35 million, making it the brand’s most-watched digital event ever.
The men's products were equally predictable — perhaps the main takeaway is that the Muleboyz are clearly having an impact, given both the Birkenstock Boston clogs and UGG Scuff Deco slippers placed second and fourth, respectively. Other notable placings include the Patagonia baggie short, long a favorite of this parish, at eight, and the adidas face mask at nine (demand for masks grew by 389 percent, which, while high, is still lower than the 510 percent spike earlier in the year). The Dior x Nike Air Jordan 1 High OG sneaker ranked first (Dior was not considered for the hottest brands list because of its distribution model, noted Lyst).
Lyst arrived at its conclusions after "[analyzing the online shopping behavior of more than nine million shoppers a month searching, browsing, and buying fashion across 12,000 designers and stores online."
Hottest Brands in Q3 of 2020
1. Gucci
2. Off-White™
3. Nike
4. Prada
5. Balenciaga
6. Fendi
7. Versace
8. Saint Laurent
9. Bottega Veneta
10. Valentino
11. Jacquemus
12. Burberry
13. Moncler
14. Alexander McQueen
15. Loewe
16. Balmain
17. adidas
18. Givenchy
19. Fear of God
20. Marine Serre
Top Men’s Products in Q3 of 2020
1. Dior x Nike Air Jordan 1 High OG sneakers
2. Birkenstock Boston clogs
3. Nike Tech Fleece joggers
4. UGG Scuff Deco slippers
5. Balenciaga logo tennis socks
6. Nike x Travis Scott Air Max 270 Cactus Trails sneakers
7. Prada leather combat boots
8. Patagonia Baggie shorts
9. adidas face mask
10. Off-White™ airport tape hoodie
As an avid enthusiast and expert in the fashion industry, my extensive knowledge allows me to delve into the intricacies of the recent trends outlined in the provided article. Three years ago, Lyst released its Q3 report, providing valuable insights into the world's top fashion brands and the prevailing consumer preferences during that period.
The report highlighted a shift in consumer behavior, initially leaning towards comfortable loungewear amid the uncertainties of the early lockdown. However, the third quarter presented a more optimistic outlook, suggesting a resurgence of interest in categories associated with life before the pandemic, such as bags and high heels. This change was attributed to consumers' willingness to spend on brands that offer excitement and joy, emphasizing the importance of personality and distinctiveness in a saturated market.
Telfar, with its independent spirit and democratic message, emerged as a notable example, gaining a substantial following over the preceding years. Its handbag secured the title of the hottest product globally, reflecting the brand's resonance with contemporary consumers.
Examining the hottest brand categories, familiar names dominated, with only Jacquemus and Marine Serre joining the ranks. Prada experienced a significant boost in online sales revenue, tripling its figures, likely influenced by the addition of Raf Simons to the brand. Fendi also generated buzz following the appointment of Kim Jones as the artistic director of womenswear. Gucci claimed the top spot as the quarter's hottest brand, attributed in part to the success of its Epilogue collection livestream, which garnered over 35 million views worldwide.
In the realm of men's products, key takeaways included the impact of the Muleboyz, as evidenced by the popularity of the Birkenstock Boston clogs and UGG Scuff Deco slippers. Other notable placements included the Patagonia Baggie shorts and the adidas face mask, indicative of evolving consumer demands during the ongoing pandemic.
Lyst based its conclusions on a comprehensive analysis of online shopping behavior, drawing from data collected from more than nine million shoppers monthly. The platform considered various factors, including searches, browsing patterns, and actual purchases across 12,000 designers and online stores.
To summarize, the hottest brands in Q3 of 2020 were led by Gucci, followed by Off-White™, Nike, Prada, and Balenciaga, among others. In terms of men's products, the Dior x Nike Air Jordan 1 High OG sneakers claimed the top spot, with Birkenstock Boston clogs, Nike Tech Fleece joggers, and UGG Scuff Deco slippers following closely behind. These rankings provide a snapshot of the dynamic and ever-evolving landscape of the fashion industry during that specific quarter.
