Q4 2019

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products.

To compile the results, global fashion search platform 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 formula behind The Lyst 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 three month period.

Q4 2019
Hottest Brands

Q3 2019
  1. 1

    Off-White

    • Unveiled a new logo on Instagram
    • Announced a new store in Miami
    • Photos were released of Hailey Bieber's Off-White wedding dress
    1
  2. 2

    Gucci

    • Launched Gucci Pin pop-up stores
    • Announced CEO carbon neutral challenge
    • Collaborated with Harry Styles on album merchandise
    3
  3. 3

    Balenciaga

    • Unveiled latest World Food Programme collaboration products
    • Launched new Hourglass bag
    • Dressed Emma Watson at the Little Women premiere
    2
  4. 4

    Moncler

    • CEO Remo Ruffini named Business Leader of the Year at the Fashion Awards
    • Opened new flagship store in Munich, Germany
    • Launched a carbon-neutral jacket made of plant-based materials
    14
  5. 5

    Versace

    • Launched Holiday Saga campaign by artist Sarah Baker
    • Jennifer Lopez wore the ‘jungle dress’ on Saturday Night Live
    • Dressed Lizzo for the cover of British Vogue
    4
  6. 6

    Fendi

    • Completed project to renovate historic fountains in Rome
    • Launched the 'Prints On' collection with Nicki Minaj
    • Collaborated with perfumer Francis Kurkdjian on scented Baguette bag
    7
  7. 7

    Prada

    • Hosted ‘Shaping a Sustainable Future’ conference in NYC
    • Launched a collaboration with Adidas
    • Ran Prada Mode ‘travelling social club’ during Frieze Art Fair in London
    5
  8. 8

    Valentino

    • Presentation of the ‘Daydream Couture’ show in Beijing
    • Launched holiday campaign featuring Joan Collins
    • Collaborated with artist Emilio Villalba on limited-edition bags dring Art Basel Miami Beach
    6
  9. 9

    Saint Laurent

    • 10.8% sales growth for previous quarter
    • Launched Le Smoking campaign shot by Jeurgen Teller
    • Collaborated with Leica during Paris Photo 2019
    9
  10. 10

    Burberry

    • Announced a partnership with resale site TheRealReal
    • Unveiled new Tokyo flagship store
    • Launched holiday campaign celebrating togetherness and unity
    8
  11. 11

    Stone Island

    • Opened first Canadian flagship store in Toronto
    • Auctioned limited edition Chinatown Invitational football jerseys
    • Teamed up with ECCO on a range of garment-dyed boots
    11
  12. 12

    Nike

    • Announced revenue of $10.3bn in its second quarter
    • Launched a line of modest swimwear
    • Ended direct selling partnership with Amazon
    12
  13. 13

    Givenchy

    • Launched US ecommerce with exclusive capsule collection
    • Unveiled upcycled jeans made from vintage pieces for pre-Fall ‘20
    • Dressed Timothée Chalamet for the premiere of The King
    13
  14. 14

    Bottega Veneta

    • 9.8% sales growth reported for the previous quarter
    • Won 4 awards at the Fashion Awards, including Brand of the Year
    • Launched a mini version of The Pouch bag
    16
  15. 15

    Vetements

    • Launched a platform to support young and emerging designers
    • Unveiled a 44-piece Star Wars capsule collection
    • Dropped monster-print shirt and phone case featuring mash-up of classic cartoon characters
    10
  16. 16

    Yeezy

    • Pledged to move manufacturing to the Americas
    • Released the Adidas Yeezy 500 Stone
    • Kim Kardashian wore the new Yeezy ‘foam runner’ shoes
    25
  17. 17

    Acne Studios

    • Opened new headquarters in Stockholm, Sweden
    • Launched a collaboration with Mulberry
    • Announced NBA star Russell Westbrook as new ambassador
    24
  18. 18

    Canada Goose

    • Announced 27.7% revenue increase in its previous quarter
    • Opened a concept showroom in Toronto that doesn’t hold stock
    • Reunited with rapper Drake’s OVO brand for their 9th collaboration
    32
  19. 19

    Dr Martens

    • Reportedly on sale by its parent company for $1.5bn
    • Unveiled 5th collaboration with Japanese brand Undercover
    • Worn by celebrities including Kendall Jenner, Bella Hadid and Kaia Gerber
    31
  20. 20

    Loewe

    • Opened first standalone store in NYC
    • Presented 'Chance Encounters' exhibition at Art Basel Miami Beach
    • Launched capsule collection inspired by ceramicist William De Morgan
    20

Signals of Change as the Decade Ends

In this key commercial quarter for brands and retailers, festive gifting and seasonal mark-downs boosted sales. But despite a climate of aggressive discounting around Singles Day and Black Friday, full price sales propelled many of the quarter’s hottest brands within The Lyst Index. Shoppers gravitated towards recognisable ‘core’ or non-seasonal products that are not marked down, or searched for a brand on sale but then bought full price.

For many of the hottest brands, Q4 wasn’t just about maximising sales, but was also a moment for announcing sustainability and brand purpose activities. From Prada signing a loan that will see interest rates lowered in exchange for meeting sustainability targets, to Burberry announcing a partnership with resale site The RealReal, to Gucci CEO Marco Bizzarri launching the CEO Carbon Neutral Challenge, these initiatives offset the traditional ‘buy, buy, buy’ mentality of the quarter – and point towards a wider shift in the industry.

This quarter, Off-White retains its number one spot in The Lyst Index as the hottest brand in the world, buoyed by strong demand for its T-shirts, hoodies, sneakers and accessories. Towards the end of 2019, Off-White’s founder and creative director Virgil Abloh predicted the death of streetwear in the coming decade. “In my mind, how many more T-shirts can we own, how many more hoodies, how many sneakers?” he told Dazed. But for now at least, streetwear remains the most powerful force in fashion.

Yeezy re-enters the 20 hottest brands list this quarter, climbing 9 places to 16th position, with searches and social mentions boosted after designer Kanye West unveiled a futuristic clog — dubbed ‘foam runner’ — made from an algae-derived material and set to go on sale this year. Stone Island and Nike retain their positions as 11th and 12th hottest brands in the world respectively, and luxury brands including Balenciaga and Fendi, which have adopted a streetwear focus in recent years, continue to place highly in the Index, at 3rd and 6th place respectively.

But some of the moves among the hottest brands suggest change is afoot. Having helped define the luxury streetwear movement, Vetements falls 5 places to 15th position, following the announcement earlier in 2019 that designer Demna Gvasalia would step down. Meanwhile, Bottega Veneta – which offers a non-streetwear take on luxury – continues its ascent, moving up 2 places after searches for the brand increased 32% during the three-month period.

The 3 biggest movers in The Lyst Index this quarter were driven by seasonal demand for insulated outerwear and robust footwear. Moncler rises 10 places into 4th position, Canada Goose climbs 14 places into 18th position and Dr. Martens moves 12 places into 19th position. For Canada Goose and Dr. Martens, this marks their first appearance in The Lyst Index hottest brands ranking. Acne Studios was also boosted by seasonality, re-entering The Lyst Index this quarter in 17th position, propelled by demand for its bold knit accessories.

The final Lyst Index of the decade hints at a shift towards a more sustainable and less streetwear-focused future of fashion. As the industry enters a new period of transition, we’ll be tracking what really resonates with shoppers worldwide.

How does your brand approach seasonality?

One key to Moncler’s success is the continuous reinvention of its heritage. With Moncler Genius we moved from the traditional bi-seasonal show to a monthly launch system. We went beyond the borders of seasonality, age and taste, talking to all generations. We no longer define time by seasons but in chapters. We let our DNA be interpreted by different designers’ points of view and inspirations, while always ensuring faithfulness to our unique heritage and values. The result is a universe of creativity and imagination supported by a strong and articulated editorial plan that generates great energy around the brand.

– Roberto Eggs, Chief Marketing & Operating Officer, Moncler

Hottest Products

To find the world’s hottest products, Lyst’s formula filters more than six million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores. We group colours for styles, and take into account global demand per volume of stock available.

Q4 2019
Hottest Women’s Products

  1. Gucci GG logo belt

    Gucci GG logo belt

  2. Amina Muaddi Gilda glitter crystal sandals

    Amina Muaddi Gilda glitter crystal sandals

  3. Prada Monolith leather boots

    Prada Monolith leather boots

  4. Acne Studios multi check scarf

    Acne Studios multi check scarf

  5. Bottega Veneta The Pouch mini leather clutch

    Bottega Veneta The Pouch mini leather clutch

  6. Spanx faux leather leggings

    Spanx faux leather leggings

  7. Balenciaga Hourglass top handle bag

    Balenciaga Hourglass top handle bag

  8. Dr Martens Farylle ribbon lace chunky leather boots

    Dr Martens Farylle ribbon lace chunky leather boots

  9. UGG Scuffette II slippers

    UGG Scuffette II slippers

  10. Arket down puffer coat

    Arket down puffer coat

Insta-Famous Shoes Drive Sales

In the closing quarter of the decade, the Gucci logo belt once again became the world’s hottest fashion product, entering The Lyst Index for the 9th time in less than three years, and topping the list for the second time. Averaging over 165,000 online monthly searches between October and December, the best-selling accessory is a serious contender for hottest product of the decade.

In contrast, the second hottest product of the quarter is a brand new entry in The Lyst Index. As seen on Kendall Jenner and Hailey Bieber, Amina Muaddi’s Gilda heels sparked an average of 60,500 monthly searches between October and December, while the brand saw a 73% rise in views. Just a year on from the launch of her eponymous label, the Middle Eastern designer — who has over 336k Instagram followers — has developed a famous following, counting powerful style influencers such as Gigi Hadid, Dua Lipa, Katie Holmes and Jorja Smith among her fans. The latest in a series of influencer-designers making their mark through social media, Muaddi announced in December that she had been approached by Rihanna to design shoes for Fenty. That same month, the brand saw a 50% spike in searches on Lyst.

Also seen on a host of fashion influencers — from Bella Hadid to Chiara Ferragni and Rosalía — Prada’s Monolith boots offer a new take on the chunky combat boot. Part of the Autumn/Winter ’19 collection, interest for the lug-soled shoes peaked in November, with searches for the new style growing 994% this quarter. At the other end of the price spectrum, customers were also searching for Dr. Martens’ $176 Farylle boots. With searches up 151% this quarter, the brand climbed 12 places in The Lyst Index’s hottest brands ranking, entering The Lyst Index for the first time.

A popular gifting choice this quarter, the UGG Scuffette II slippers enter the hottest women’s products list in 9th position. Playing into the trends for luxury loungewear and ‘90s nostalgia, searches for the slippers rose 474% on Lyst. Worn by Jennifer Lopez back in October while filming her upcoming movie, Marry Me, they were UGG’s most popular product over the quarter, being responsible for over 17,000 social media mentions and contributing to a 367% rise in page views for the American brand.

Meanwhile, a new sustainable product has made its entrance in The Lyst Index. Closing the list as the 10th most popular product of the quarter’s three months, Arket’s down puffer coat is the only outerwear piece to have made the hottest women’s products list this time. Made of 100% recycled down and feathers, it contributed to a 695% spike in page views for the H&M-owned brand in October, which has been steadily growing in Europe since its summer 2017 debut and is yet to be launched in the US.

Q4 2019
Hottest Men’s Products

  1. Moncler Maya jacket

    Moncler Maya jacket

  2. Gucci GG wool jacquard scarf

    Gucci GG wool jacquard scarf

  3. Alexander McQueen exaggerated-sole leather trainers

    Alexander McQueen exaggerated-sole leather trainers

  4. Moncler Down Gui vest

    Moncler Down Gui vest

  5. Yeezy 500 Stone sneakers

    Yeezy 500 Stone sneakers

  6. Stone Island cargo trousers

    Stone Island cargo trousers

  7. Acne Studios Face-Patch beanie

    Acne Studios Face-Patch beanie

  8. Nike Air Force 1 ”Para-Noise” trainers

    Nike Air Force 1 ”Para-Noise” trainers

  9. Off-White Diag Waterfall Over hoodie

    Off-White Diag Waterfall Over hoodie

  10. Barbour Chelsea Sportsquilt jacket

    Barbour Chelsea Sportsquilt jacket

Survivalism Kicks In

Mostly composed of technical, practical and high-performance clothing, this quarter’s hottest men’s products list features notably dark and muted pieces, with black being the most searched for colour during that time. For the second quarter in a row, Moncler tops the hottest men’s products list with one of its outerwear pieces, proving that luxury puffer coats are still leading the menswear charge. Inspired by iconic pieces of the ‘80s, the $1,200+ Maya jacket saw a 199% increase in searches in Q4. Demand for Moncler remained strong throughout the quarter, pushed by seasonality: page views increased 196%, pushing the label 10 places up into 4th position in the hottest brands list. Its Gui vest, this quarter’s 4th hottest product, saw an 81% spike in views in December.

Search volume for Off-White hoodies grew 90% over the quarter, which saw the brand’s graphic Waterfall design enter the list in 9th position. Thousands of customers searched for the piece, which sold out across multiple retailers. Luxury hoodies remain a powerful product category, with over 268,000 searches this December. Meanwhile, with an average of 22,000 online monthly searches for cargo pants, Stone Island’s version — as worn by rapper Drake — was the 6th hottest product this quarter.

There were over 2 million searches for sneakers on Lyst this quarter. After having appeared as the hottest women’s product in The Lyst Index Q1 2019, the Alexander McQueen exaggerated-sole sneakers enter the men’s ranking for the first time. The 3rd hottest product of the quarter's three months, they have been averaging 22,200 searches a month since October.

Thanks to a powerful collaboration with K-pop idol G-Dragon of Big Bang, the Nike Air Force 1 “Para Noise” sneaker is this quarter’s 8th hottest product. Searches spiked 380% for the style in December, with the resale price for the black and white sneaker already over 150% higher than its original $200 retail price.

Meanwhile, 126-year-old British heritage label Barbour enters The Lyst Index for the first time with its Chelsea Sportsquilt jacket, this quarter’s 10th hottest menswear product. Retailing at $141, there were over 75,000 searches for men’s Barbour jackets between October and December, with searches for Barbour growing 143% quarter on quarter.

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