With that, Lyst’s Q1 data, analyzed by BoF, reveals:
Balenciaga is #1 – For the third quarter in a row, Balenciaga ranks as the hottest brand in fashion, with Gucci coming in at second.
Vetements is still killin’ it – Despite the claims made by HighSnobiety in an article published on March 29th, “2 Years After They Broke the Internet, It Looks Like Nobody is Buying Vetements“, the data seems to be telling a different story as Vetements has climbed two spots taking third.
The chart above also shows the search traffic to Vetements-related pages, which grew by 31 percent when comparing Q1 2017 and Q1 2018.
And according to the chart below, search traffic for Balenciaga seems to be growing at a much faster rate than Vetements.
The reason for that might be the fact that Balenciaga dropped a series of sneaker colorways and held runway shows in both March 2017 and September 2017.
With that in mind, Vetements made the decision to replace its Spring/Summer 2018 show with a lookbook, which impacted search queries for the brand.
But the data still shows Demna Gvasalia’s two labels are safe in the hottest brands category.
Off-White Remains In The Top 5 – Virgil Abloh’s Off-White made a huge leap from #31 to #3 in Q4. In Q1 2018, Off-White claims the #4 spot.
Two major moments for the brand in Q1 was the launch of the affordable ‘For All’ collection in January as well as Abloh’s new role as the new Men’s Artistic Director at Louis Vuitton, announced on March 26th, which lead to a 10% increase in searches for Off-White that very same day.
Prada Just Misses The Top 10 Rank – The luxury brand still made an impressive jump (14 spots to be exact) but still missed the top ten by one. Prada comes in at #11 with the return of nylon goods.
Most notable of products for Prada in Q1 was nylon belt bags, gabardine track pants, Tessuto bucket bags, bucket hats, as well as Match Race, Tech-fly and Cloud Burst sneakers.
Gucci slides are a consistent player – the product has ranked consistently over the last 12 months and makes a return to the top 10 products in Q1.
Embracing pre-owned products – Consumers are shopping pre-loved goods more and more these days with Louis Vuitton’s classic Neverfull tote topping the charts in Q1 – becoming the first designer re-sale piece to make the list.
Note: BoF partnered with Lyst, the global fashion search platform, to analyze the behaviour of over 70 million annual consumers, shopping across the world’s largest inventory of luxury and contemporary fashion.
The rankings were formulated using Google and Lyst search data, engagement statistics, conversion rates and sales.
Due to exclusive vertical distribution models, the Lyst Index does not include: Chanel, Christian Dior, Hermès, Louis Vuitton and Céline, with the exception of pre-owned items available on the search platform.