Fashion search platform Lyst has published a ranking of the most popular fashion brands in the global market for the third quarter of 2019.
First place in the ranking of "The Hottest Brands" was taken by the Italian premium streetwear brand Off-White, created in 2012 by American designer Virgil Abloh.
The study analyzed the search queries and purchasing behavior of more than nine million users per month, which made it possible to assess the growth in brand popularity over time. Balenciaga, Gucci, Versace and Prada are also at the top of the rankings. 90% places in the ranking were for luxury brands.
For Gucci, which topped the rankings in the second quarter, the fall to third place was the first in two years. For the first time, Italian luxury goods manufacturer Bottega Veneta entered the top 20 most popular brands according to Lyst, after ranking only 37th on the list three months ago. The top twenty also includes the Spanish brand Loewe, specializing in luxury shoes and accessories.
The top 10 included Valentino, Fendi, Burberry and Saint Laurent. Closes the top ten most popular fashion brands on the planet Vetements, which lost its founder and creative director Demna Gvasalia in the fall. In September, the brand presented its new collection at McDonald's Paris, presenting, among other things, hoodies with the slogan: "Today is my birthday, and all I got was an overpriced hoodie from Vetements."
It is noteworthy that exactly half of the brands included in the list of "The Hottest Brands" are based in Italy, and another quarter - in France. The ranking also included two British brands (Alexander McQueen and Burberry), one each from Spain (Loewe), USA (Nike) and Switzerland (Vetements). 20% brands included in the rating have more than 100 years of history, 45% have from 50 to 100 years. The youngest brands in the list of the best are Vetements and Off-White, which turned 5 and 7 years old in 2019, respectively.