Does Gucci, off-White or Balenciaga Rule the Fashion World?

“The luxury market is evolving, new brands are getting attention, and online retailer platforms are elevating the competitive landscape,” Marshal Cohen, chief industry adviser for NPD, said in a statement accompanying the report.

To put together the ranking, Lyst analyses the online-shopping behaviour of more than five million consumers a month, monitoring how these shoppers search, browse and buy fashion across 12,000 designers and stores online. The report  also takes Google search data and social media mentions and engagement statistics into account. 

Find out which brands were featured below:

10. Burberry

Despite scepticism around its turnaround efforts, Lyst data shows that Burberry’s “revamped look” is resonating well with customers, the report said. 

The brand has come under new management after long-time creative director Christopher Bailey left last year. 

According to Lyst, Burberry has been rolling out limited-edition drops, which are exclusively shoppable on Instagram and Chinese messaging app WeChat. These have been selling out in hours, the report said.

9. Valentino

Thanks to Gwyneth Paltrow, Valentino had a buzzy start to the fourth quarter. The actress-turned-businesswoman wore a Valentino dress for her wedding in September. 

8. Vetements

Vetements continues to hold its place in the top 10. It experienced a spike on social media after Tilda Swinton wore a red Vetements dress to the Sitges Film Festival in Spain in October.

7. Stone Island

Stone Island has reappeared in the top 10 after a six-month hiatus.

Searches for Stone Island products were up 122 per cent in the most recent quarter, according to Lyst, and the brand was mentioned over 327,000 times on social media.

6. Versace

Versace returned to the limelight last year after it was bought by Michael Kors, now Capri Holdings, for US$2.12 billion.

Capri said it plans to grow Versace’s revenue from about US$808 million to US$2 billion, expand its footprint from 200 to 300 stores, and ramp up its shoes and accessories assortment.

5. Fendi

In October, Fendi launched its Fendi Mania capsule collection, which featured a mash-up of the Fendi/Fila logo, designed by an Instagram artist.

The launch events for this collection, which took place in nine cities, lit up social media, Lyst wrote, creating a spike in interest around the brand.

4. Moncler

Moncler made fourth place on the list, and its signature luxury down jackets were included on Lyst’s hottest men’s and women’s products lists too.

3. Balenciaga

Ugly sneakers are still in vogue, which means Balenciaga continues to shine.

The brand came into the limelight in December, after Michelle Obama wore a US$4,000 pair of thigh-high silver Balenciaga boots to an event in New York to promote her new book.

2. Off-White

Off-White continues to be one of the internet’s buzziest brands. Founded in 2012, this high-end streetwear label is the brainchild of Virgil Abloh, who is also artistic director of Louis Vuitton Men’s.

Its Nike x Off-White The Ten series was the hottest sneaker collaboration of 2018, according to Lyst.

1. Gucci

Gucci reigned supreme at the end of 2018 after taking various top spots throughout the year.

Its success has been attributed to creative director Alessandro Michele, who has led the brand since 2015. Michele seems to have a keen awareness of what young people want, including bright, eclectic colours and patterns that are engaging, eye-catching, and look good on Instagram, Business Insider wrote in July after visiting one of its stores.

From October to December, more than six million shoppers searched for Gucci accessories. These have become some of the most powerful products in fashion, according to Lyst.

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