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Italian brands dominate The Lyst Index for 2018 Q4

Feb '19
Courtesy: Gucci
Courtesy: Gucci
Gucci was ranked the hottest brand on the planet in The Lyst Index, the quarterly report ranking fashion’s hottest brands and products, from October to December. The Gucci Soho Disco bag was the hottest women’s product and more than six million shoppers searched for a Gucci bag, belt or shoe in that period. Italian brands continue to dominate the index.

Among the Italian brands, Fendi has climbed up a further four places, while Stone Island re-enters the hottest brands list after six months out of the top ten, because of a demand for branded technical outerwear.

Searches for Stone Island across Lyst’s partner retailers jumped 122 per cent last quarter and the brand was mentioned over 327,000 times on social media.

Moncler jumped 12 places into 4th position, with a signature down jacket in both the women’s and men’s hottest products lists this quarter. This was driven by the Genius diffusion line that saw the brand’s biggest spikes in search and social engagement, the company said in a statement.

British brand Burberry has jumped four places to enter the Lyst Index as the world’s 10th hottest brand. New limited-edition monthly drops, exclusively shoppable through Instagram and Chinese messaging app WeChat, have been selling out in a matter of hours, helping boost sales in the United Kingdom, Italy and China.

French ethical sneaker brand Veja entered the index for the first time thanks to the Veja V10 sneakers.

Footwear remains the most powerful product category in the hottest products lists, with three out of ten of the hottest products shoes this quarter. Versace’s opulent baroque bathrobe was the surprise hit holiday purchase of the quarter.

To compile the quarterly results, Lyst analyses the online shopping behavior of more than 5 million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. (DS)

Fibre2Fashion News Desk – India

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