Every quarter Lyst producesThe Lyst Index, a ranking of the most popular brands and products in the fashion industry during those months. To compile it, the platform analyzes the online behavior of more than 5 million users who search, browse and buy items from 12,000 brands and stores online. Want to know what were the most popular clothes and accessories in the last quarter of 2018? Read on.
The most popular garments and accessories
To discover what have been the garments and accessories of the season, Lyst filters 6 million items. taking into account not only online sales, page views or searches through portals but also mentions on social networks and interactions. The results are divided into a female and a male category. .
Women: footwear and iconic pieces .
The Gucci brand tops the list of the most popular women’s products. The Soho Disco bag and its mythical belt with logo, which occupy the first and second place on the list, double in sales the other 8 items of the Index together. And not only that, thanks to the great success of its iconic accessories, the Italian brand has once again taken the first place in the Index of the most popular brands ahead of Off-White and Balenciaga.
The third position is for the Veja V10 sneakers. It is the first time that the French firm enters the list of most popular garments and accessories. In addition to being the first product manufactured in a 100% sustainable way to enter the list. Much of its success is due to the fact that celebrities such as Emily Ratajkowski, Emma Watson, Chloe Grace Moretz or Meghan Markle have been photographed wearing the Veja V10. In fact, Veja searches on the Internet increased by 113%. The cause was that the Duchess of Sussex was spotted wearing one of her sustainable sneakers. A simple example of the power of social networks and the effect of influencers in the fashion industry. .
Influencers Collage Vintage with the Soho Disco bag by Gucci. Willy Iffland with The North Face Nuptse jacket. Grace Villareal with Dr Martens Jadon boots and Micah Gianneli with Saint Laurent Monogram bag.
Veja is the first 100% sustainable brand to make the list
The V10s are not the only footwear on the list but only the first of the 6 pairs of shoes we found among the top 10 most popular women’s products. At #5 are the Chain Reaction sneakers by Versace; 6th is for the Ugg Fluff Yeah sandals; at #7, the viral Speed by Balenciaga; #8 is for the classic Dr Martens Jadon boots and at #10, the Fila Ray sneakers, which arrive to replace the Fila Disruptor. The hashtag #DrMartens alone has had nearly two million mentions on Instagram over the last three months of 2018.
In the No. 4 spot is the Moncler Genius 3 Grenoble Vonne ski jacket, the only clothing item in the women’s category. Italian firm Moncler is also in 4th place on the list of most popular brands thanks to its iconic down jackets. The last place in the ranking goes to Yves Saint Laurent’s iconic Monogram chain handbag.
Men: sporty and casual look
Almost all the garments on the men’s list fall into what we would call a casual, sporty, urban look. Brands such as The North Face and Patagonia (positions 2 and 3 on the list) have experienced a new boom by converting high-performance sports equipment into garments to wear on a day-to-day basis.
The warm garments are the stars of the ranking. In addition to the Nuptse jacket by The North Face (2nd position) and the Patagonia Classic Retro-X fleece (3rd), we can see that the following positions are occupied by: the Bag Bugs windbreaker by Fendi (4th), the simple Long Sleeve T-shirt by Stone Island (5th), the Moncler Maya cardigan (6th) and the Wool sweater with logo by Givenchy (7th). .
Ryan Reinolds, Priyanka Chopra and Orlando Bloom in Moncler down jackets.
Moncler’s down jackets a resounding success
Moncler’s iconic down jackets rank fourth in both rankings. The same position as in the Brand Index, having climbed 12 places since the previous quarter. Social media and celebrities (along with the arrival of cold weather) have had a lot to do with this sudden surge in popularity. Actor Ezra Miller’s appearance alone at the Fantastic Beasts presentation wearing the Italian brand’s quilted suit and feather cape led to a 54% increase in mentions of Moncler on social media in just 24 hours.
The sports shoes are also protagonists of this list. The Nike Air Force 1 ’07 LV8 Utility Volt, in neon yellow, are in first position. Chuck 70 by Converse in collaboration with Off-White and the RS-X Reinvention by Puma close out the ranking with 9th and 10th.
The surprise of the quarter comes from the Versace Baroque bathrobe which, at $595, ranks 8th in the Index thanks to its success during Christmas shopping.The culprits? Kanye West, Kevin Hart and Drake, who posted images on Instagram posing in the Versace bathrobe over the festive period. .
Versace men’s homewear
Iconic garments, special collections, the effect of social networks… These are the most popular garments and accessories at the close of 2018.
