THEThe fashion calendar is based on fixed points, such as Fashion Weeks and the arrival of collections in stores. For some years also the publication of the Lyst Index it has become a ritual moment for the industry. The online shopping platform analyzes the purchasing habits of over 200 million consumers worldwide, thus providing a precise picture of brand and gods products most loved of the moment. The Lyst Index Q4the ranking dedicated to the preferences and objects of desire of the last three months, from October to December 2022, boasts among the protagonists many Italian houses, from Prada to Gucci via Bottega Veneta, Valentino and Miu Miu. Among the most sought after items, however, It Bags with maxi dimensions and already iconic sling backs.
The primacy of Made in Italy
In the ranking of the twenty most loved and sought-after brands of the last three months, ten positions are occupied by home-grown maisons, seven of which are in the top ten. The absolute first place is won by him Prada, on the strength of a 37% growth in searches and a now unmistakable logo. It follows in second place Gucci, which despite changes in creative direction can count on a faithful and loyal audience. After a climb of fourteen positions, on the third step of the podium we find Monclerwhich saw an impressive 76% increase in searches. Valentine, Miu Miu, Bottega Veneta And Dolce & Gabbana fit into the top ten positions, while Versace, Fendi And Diesel appear in the second half of the table.
The most searched products according to Lyst Index Q4
The ranking of the most loved items of the last few months sees the triumph of bag Icare Of Saint Laurent, the quilted tote bag with a golden logo that has rekindled interest in maxi accessories with a soft silhouette. Worn by celebrities like Bella Hadid and Zoë Kravitz, the It Bag has seen a 46% increase in searches. In second position shine the slingbacks metallic Of Pradawhile the third place is occupied by chelsea boots signed Dr. Marten’s, symbol of a grunge aesthetic that is experiencing a second youth. The Lyst Index Q4 was also affected by searches related to looks for the December holidays, as confirmed by the presence of the sequined dress by 16Arlington (also present in the list of brand revelations) and the décolleté with bow by Mach & Machboth hugely popular on TikTok.
Continued success Miu Miustrong in a feminine and jaunty aesthetic that also knows how to be sexy, summed up perfectly in thesatin underwear to be worn on sight with mini skirts and oversized jeans. Ranking also reveals character genderless of many of the items present, from the checked mohair scarf by Acne Studios (now a fixture in the Lyst Index) to the padded bomber jacket by Loeweuntil to Crocs signed by Salehe Bembury. Finally, among the maisons ready to take off are Alaïathanks to the heart-shaped It Bag and the TV series WednesdayAnd Muglerthanks to the return to PFW and the brand’s iconic leggings.
The ranking of the most searched products according to Lyst Index Q4
The point on the industry with the top Italian players
On the eve of the publication of the long-awaited Lyst Index, now in its fifth birthday, the online shopping platform brought together the leaders of Italian fashion in the frame of theCostume and Fashion Academy Of Milan. The panel, aimed at investigating the role of creativity in the current industry and in building a successful brand, saw the participation of Lorenzo BertelliMarketing Director and Group Head of Corporate Social Responsibility of the group Prada; Remo Ruffinipresident and CEO of Moncler; Jacopo VenturiniCEO of Maison Valentino; Francis Boysfounder and artistic director of Palm Angels; Camille Miceliartistic director of Pucciwith Emma McFarrenCEO of Lyst. To moderate the meeting, Tamu Macpherson.
From left, Lorenzo Bertelli, Francesco Ragazzi, Remo Ruffini, Emma McFarren, Jacopo Venturini, Camille Miceli and Tamu McPherson at the Lyst panel in Milan (Photo: Lyst).
“When we set out to host the first Lyst Index event, we knew it would have to take place in Milan, the home of many of the world’s top brands, which continue to dominate our rankings of most loved brands,” said McFarren. A testament to the relevance that the capital of Italian fashion and the peninsula as a whole can boast, an influence also reflected in the last quarter’s Index.
The strategies of the panelists who took part, interviewed for the occasion by the students of the Academy: more reflections, less quantity; educate consumers in this regard; differentiate the language according to the markets; without forgetting an attentive eye to sustainability. The basic characteristics of the local companies that took part, whose success is confirmed by their recurring presence in the rankings of the online platform.
Once again Lyst offers a snapshot of the fashion industry, between objects of desire and historic houses. And she speaks more and more Italian.
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