TOnd the winner is…? We reveal it immediately: the most desired fashion brand of the moment is (still!) Balenciaga. And so it was that for the second quarter in a row the Kering maison remained at the top of the ranking drawn up by Lyst Index. The report that analyzes the searches conducted by users on the platform that aggregates millions of fashion products for sale across all e-commerce sectors is back. On the one hand there is the top 10 brands more clicked, on the other hand that of 10 most desired products. The result: an overview of current trends. How did the fourth go quarter of 2021from October to December?
What has profoundly marked this quarter is undoubtedly the departure of Virgil Abloh last November. How do you specify Lyst with a later study, he is the undisputed star of the fashion industry. Due merit for the responsibility of having made changes destined to last in the secula seculorum. Moreover, the rise of him with Off-white is an effective and measurable datum: the Lyst Index started its ranking business 18 quarters ago and in that time, its brand has taken the top spot five times. A record surpassed only by Gucci, to which is added the fact that only Balenciaga and Nike were able to secure the position at the top of the standings. But which are the most sought-after brands and why?
Most popular brands according to Lyst Index
As we have already anticipated, it is Balenciaga who takes first place in the ranking. The reasons for this success seem to be mainly three: the collaboration with The Simpsons for the Spring / Summer 2022 show, the presentation of the Fall / Winter 2022 collection with the video The lost tape and the special mention for the creative director Demna Gvasalia during the CFDA Awards. Not to mention that the Balenciaga neo classic small bag was the most desired product of the quarter, followed a few positions later by the symbol of Aria collection created together with Gucci, the Hacker project crystal jacket.
Second position (very firm) for Gucci, obtained thanks to the success of the Love Parade on Hollywood boulevard, where many well-known faces of the cinema paraded on the Walk of fame. Also noteworthy are the collaborations achieved in recent months, such as the one (mentioned above) with Balenciaga and the renewal of the partnership with The North Face.
Third place is Prada which during the last months of 2021 presented the path it intends to follow to reach the zero emissions target. Other highlights: the film-inspired holiday campaign and the incredible success on Tiktok with the bucket hat challenge (and here, too, not surprisingly, the hat ranks second among the most desired products of the quarter). Fourth place, however, for Louis Vuitton, a maison that has distinguished itself for progress in the sustainable field, for presenting thelatest collection signed by Virgil Abloh and having recruited one of the stars of the phenomenon television series of the year as ambassador: I have Yeon Jung of Squid Game.
They follow Moncler (which among other things launched the first fragrance) and Dior (for the launch of the ski collection). They happen then Fendi (for honorable mention at the Fashion Awards), Saint Laurent (who launched a campaign with Juergen Teller) e Versace (thanks to Bella Hadid, testimonial for the advertising dedicated to Virtus Bags). In tenth place Bottega Veneta who, in addition to having changed creative director, has been able to celebrate its Made in Italy artisan tradition with a successful advertising campaign. All that remains is to give us an appointment at the next episode.
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