Q4 Lyst Index: Off-White, Bottega Veneta, tough boots, cosy jackets are big winners
Off-White and Bottega Veneta are continuing to ride high in the latest version of The Lyst Index. The Q4 report from the high-end search engine showed that Off-White is again the "hottest brand on the planet”.
It's the second time in a year that it topped the Index as demand for its T-shirts, hoodies, sneakers and accessories stayed strong. Search volume for Off-White hoodies grew 90% in the quarter, and its graphic Waterfall design enter the hottest men’s products list in ninth place.
And Bottega Veneta moved up two places to 14th in the ranking after searches for it rose 32%. The new mini version of The Pouch leather clutch was in fifth place in the women’s hottest products list in the period.
The Index is compiled from analysis of online shopping behaviour of more than 9 million shoppers a month and also adds in Google search data and social media metrics.
Other hot brands included Canada Goose climbing 14 places, the biggest mover this quarter and making its first appearance in the hottest brands ranking.
And Dr Martens was boosted by its $176 Farylle boots rising 151% over the quarter, also helping it into the hottest brands list for the first time.
Meanwhile Yeezy re-entered that list, climbing nine places to 16th, followed by another re-entry, Acne Studios in 17th place.
But traffic wasn’t only upwards as Vetements fell five places to 15th position after the announcement earlier in 2019 that
Demna Gvasalia would step down.
The complete top 20 hottest brands list is Off-White, followed by Gucci, Balenciaga, Moncler, Versace, Fendi, Prada, Valentino, Saint Laurent and Burberry in 10th place. Stone Island was 11th ahead of Nike, Givenchy, Bottega Veneta, Vetements, Yeezy, Acne Studios, Canada Goose, Dr Martens and Loewe.
Branded product remained key during the period and the Gucci logo belt was the world’s hottest fashion product again, entering The Lyst Index women’s ranking for the ninth time in less than three years, and topping the list for the second time.
It averaged 165,000+ online monthly searches and “is a serious contender for hottest product of the decade”.
But not all the favourite products were heavily branded and overall, Lyst said seasonal demand for insulated outerwear and robust footwear were the biggest drivers in the quarter, while the impact of influencers continued to be seen in these product areas.
In footwear, Prada’s Monolith boots entered the hottest women's products list in third place after being seen on Bella Hadid, Chiara Ferragni and Rosalía. Interest peaked in November, with searches for the new style growing 994% in Q4.
Jennifer Lopez being seen in Ugg’s Scuffette II slippers also appeared to help them and they were the most popular product for the brand with searches rising 474%.
Sneakers also remained popular and after having appeared as the hottest women’s product in The Lyst Index Q1 2019, the Alexander McQueen exaggerated-sole sneakers entered the men’s ranking for the first time. In the third place on the men’s list, they averaged 22,200 searches a month since October.
And on the back of a collab with K-pop idol G-Dragon of Big Bang, the Nike Air Force 1 Para Noise sneakers entered the men’s list in eighth place. Searches spiked 380% in December, with the resale price already over 150% higher than its original $200 retail price.
But not all hot footwear was rugged or practical. New entry, A mina Muaddi’s Gilda heels were in second place in the women's hottest product list. They’ve been seen on Kendall Jenner and Hailey Bieber, and they saw an average of 60,500 monthly searches between October and December, while the brand saw a 73% rise in views. After Muaddi said she’d been approached by Rihanna to design shoes for Fenty, the brand saw a 50% spike in searches on Lyst.
As mentioned, insulated outerwear was a key driver and a new sustainable product made its entrance in the Index. Arket’s down puffer coat was the only outerwear piece in the hottest women’s products list in the quarter. It contributed to a 695% spike in page views for the brand in October.
Moncler’s Maya jacket was officially the hottest men’s product with searches up 199% in Q4. Overall Moncler page views increased by 196%, pushing it 10 places up into fourth position in the hottest brands list. The Gui vest, this quarter’s fourth hottest men’s product, saw an 81% spike in views in December.
Also in outerwear, Barbour entered The Lyst Index for the first time with its Chelsea Sportsquilt jacket as the tenth hottest men’s’ product. The $141 jacket saw 75,000+ searches for the men’s version between October and December, with searches for the brand itself growing 143% quarter-on-quarter.
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