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Lyst Index for Q1 shows impact of virus on shopping habits

01 May '20
5 min read
Pic: Shutterstock
Pic: Shutterstock

Global fashion search platform Lyst has released latest installment of Lyst Index, the quarterly report ranking fashion’s hottest brands and products. With impact of Covid-19 felt throughout Q1 in key Asian markets, and mostly in US and Europe towards the final month, Lyst Index for Q1 shines a light on how the virus has affected shopping habits so far.

Lyst’s Q1 data has revealed many things.

For Example, Off-White retains its position as the hottest brand in the world for the third successive quarter. At a time when consumers around the world have found themselves confined to their homes, seeking connections online, Off-White’s loyal and highly-engaged social following has proven invaluable. Demand for fashion face masks saw a 496 per cent surge in searches over the quarter, with Off-White’s arrow face mask taking the first spot in the hottest men’s product list.

Secondly, Nike is among the fastest risers this quarter, climbing nine places into third position – edging Gucci (now 4th) out of the top three for the first time since The Lyst Index began. The sportswear giant was propelled by an increase in consumer demand for products such as hoodies, sweatpants and shorts. Nike’s Kobe 4 Protro Carpe Diem sneakers, entered the men’s hottest products list in 4th position - page views for sneakers from the long-term collaboration between the brand and the NBA star spiked 733 per cent after the athlete tragically passed away in February.

Prada has climbed two places in The Lyst Index hottest brands ranking, coming in 5th position. Following the announcement in February that Raf Simons would become co-creative director alongside Miuccia Prada there was a 911 per cent spike in social mentions for the brand. The news also saw Raf Simons’ namesake label re-enter the hottest brands list, rising 12 positions to place 17th this quarter.

Jacquemus has entered The Lyst Index hottest brands ranking for the first time, climbing seven places to reach 15th position. Its supermodel-heavy Fall/Winter ‘20 show boosted the brand's social media mentions by over 1,100 per cent. Other new entrants this quarter are Thom Browne and Rick Owens, jumping 14 and 8 positions respectively.

Telfar has entered The Lyst Index for the first time with its embossed logo tote bag, this quarter’s 3rd hottest women’s product. Averaging 30,000 searches a month and worn by the likes of Solange Knowles to A$AP Ferg, the popularity of the unisex style has propelled the label beyond its New York City roots. Searches for Telfar are up 29 per cent in Europe this quarter.

With demand for statement loungewear pieces on the rise, Anine Bing’s tiger sweatshirt is the 5th hottest women’s product of the quarter. Page views of the sweatshirt spiked 418 per cent in the week following the release of Netflix’s Tiger King Series, while searches for the eponymous brand rose 19 per cent this quarter.

Demand for New Balance sneakers has been growing worldwide in terms of both searches and sales. Worn by the likes of Kate Middleton, Rihanna and Kaia Gerber, page views for the label increased 41 per cent quarter-on-quarter while the brand’s 993 running shoes entered the women’s hottest products list for the first time in 7th position.

Chanel’s classic double flap bag (pre-owned) saw a 75 per cent increase in searches over the quarter, closing the hottest women’s products list in 10th place. Perhaps driven by the fact that Chanel does not sell bags through its own website, and with bricks-and-mortar luxury stores shuttered in many markets due to the coronavirus outbreak, demand for this classic investment piece has increased on second-hand marketplaces.

Worn by Timothée Chalamet, Josh O’Connor and Justin Bieber, Loewe’s half-zip fleece from the Eye/LOEWE/Nature outdoors collection has taken 2nd place in this quarter’s hottest men’s product list. Searches for the colourful piece increased by 88 per cent over the quarter, and the Spanish label has climbed two places in The Lyst Index’s hottest brands ranking.

Prada’s bolo tie has taken the 7th spot in the hottest men’s products list. As seen on Lil Nas X, Quavo and Dylan Sprouse, searches for bolo ties spiked 121 per cent this quarter. After singer Nick Jonas wore a Prada bolo tie to the Golden Globes, demand for the item increased 78 per cent in 24 hours.

The Asics gel-pulse 10 sneakers has taken the 8th place in men’s hottest products list. Demand for the running sneakers first spiked in January, and picked up again in March, increasing 64 per cent during the quarter overall. Meanwhile page views for Asics increased 25 per cent over the period.

Lyst is the world’s biggest fashion search platform, used by over 100 million shoppers each year to find the items they love and decide what to buy. More than 6 million products from brands including Burberry, Fendi, Gucci, Prada and Saint Laurent can be accessed through Lyst’s single search bar and app, offering shoppers convenience and unparalleled choice. From emerging trends to worldwide fashion movements, Lyst is a unique source of global fashion intelligence.

To compile the results, Lyst analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The report also factors in Google search data and rich social media metrics. This takes into account brand follower growth and multi-platform mentions of products, as well as engagement statistics worldwide and related keywords over a three-month period.

Fibre2Fashion News Desk (PC)

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