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Off-White world's hottest brand in Q3 2018: Lyst

Nov '18
Courtesy: Pexels
Courtesy: Pexels
Off-White was officially the hottest brand on the planet in the third quarter of this year, according to the Lyst Index, a quarterly ranking of fashion’s hottest brands and products. Over the last year the cult streetwear label has risen 33 places in the Index, now surpassing Gucci (#2) and Balenciaga (#3) at the top of the table for the first time.

Virgil Abloh’s Off-White had some globally-hyped launches and collaborations in Q3 2018. Searches for Off-White across Lyst’s partner retailers are up 14 per cent quarter on quarter, and Off-White is responsible for 3 out of 20 products in the hottest products lists.

One of Off-White’s biggest drivers of social engagement remains Abloh’s ongoing collaboration with Nike. Alongside the monumental success of ‘The Ten’ sneaker collaboration series, Virgil Abloh and Nike teamed up again this quarter to dress Serena Williams for the 50th edition of the US Open in New York. Traffic to Off-White products online increased 10 per cent in August.

Nike’s internet melting campaign in August paid off as total search traffic to Nike related pages grew by 13 per cent quarter on quarter, according to the Lyst Index data. The brand has moved 5 places up the Index to grab the fourth spot. Also, 4 out of the 20 hottest products this quarter are Nike.

Prada (#5) and Yeezy (#7) have also both moved up 5 spots, the latter re-entering the Index after a quarter out of the top ten. Yeezy founder Kanye West’s personal profile helps to peak and sustain the hype around the brand, and combined with his wife’s position as one of the world’s most powerful fashion influencers it’s no surprise that the brand generates major buzz online when a new product or collection drops. Versace moved 1 place up the Index and is ranked sixth in this quarter.

The eighth, ninth and tenth position on the list are taken by Vetements, Fendi and Valentino, respectively.

To compile the results, global fashion search platform Lyst analyses the online shopping behaviour of more than 5 million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The formula behind the Index takes into account global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a 3-month period. (KD)

Fibre2Fashion News Desk – India

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