Gucci has been ranked as the “hottest brand on the planet” in the latest quarterly edition of The Lyst Index, which is compiled by global fashion search platform Lyst.
To generate the results, Lyst analyses the online shopping behaviour of more than five million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.
The report also factors in social media metrics, taking into account brand follower growth and multi-platform mentions of products, brands and related keywords, plus sentiment analysis.
Gucci’s top placing in the Q4 report was attributed to “prolific global demand” for the label’s signature accessories. The Gucci Soho Disco bag was considered the hottest women’s product of Q4. From October to December, more than six million shoppers searched for a Gucci bag, belt or shoe, Lyst reported. The two Gucci accessories in the hottest products list drove twice as many orders as the other eight products combined.
Moncler was also a big winner in the quarter, jumping 12 places into fourth position. The brand had a signature down jacket in both the women’s and men’s hottest products lists this quarter. The Genius diffusion line saw the brand’s biggest spikes in search and social engagement, Lyst noted.
Burberry rose four places to become the world’s tenth hottest brand, according to The Lyst Index. “The revamped UK brand is now resonating with new customers,” Lyst said. “New limited edition monthly drops, exclusively available through Instagram and Chinese messaging app WeChat, have been selling out in a matter of hours, helping boost sales in the UK, Italy, and China.”
Fendi, which opened its first travel retail store in late 2018, climbed four places in the ranking.
Lyst’s full report can be viewed here.