The Dior brand first appeared in the Lyst Index ranking and immediately broke into 3rd position.
The next Lyst Index ranking has been presented, which includes the most popular brands from the fashion world. The main innovation of the 2021 ranking was the appearance of the Dior brand in it, which immediately took 3rd position. Previously, sales of this fashion house were not taken into account due to non-compliance with the rules of the Lyst Index, namely because of the distribution model it uses. The brand achieved such a high position not only due to significant demand for its products, but also due to the signing of South Korean pop icon Kim Ji-soo of Blackpink and the virtual presentation of the autumn-winter '21 collection in Versailles.
The first place has been held by Gucci for many years. This year, the ranking compilers especially noted the appearance of a collaboration with North Face, the start of sales of virtual sneakers and participation in creating the image of Billie Eilish and Harry Styles for the Grammy ceremony.
The brand is in second place. Nike, which announced an increase in digital sales on 59% and introduced hands-free running shoes, which is especially valuable for people with physical disabilities. The history of "satanic" sneakers rapper Lil Nas X, against whom the sportswear manufacturer won a case in court.
Rounding out the top five are Balenciaga and Moncler. In the first case, the expansion of the chain of stores, the launch of new collections and the company's environmental initiatives were noted; in the second, the increase in e-commerce and the emergence of new things from recycled materials.
The Lyst Index takes into account not only the most sought-after brands, but also the best-selling products. This year, among the women's products, the top five were:
- The North Face x Gucci GG Bomber Jacket;
- Hermès Kelly bag;
- boots Bottega Veneta Lug;
- bag Prada re-edition 2005;
- mules Attico Devon.
In the case of men's goods, the rating is as follows:
- Adidas YEEZY 450 sneakers;
- Moncler Gui vest;
- Prada hat;
- nike dunk low sneakers;
- Arc'teryx Beta AR jacket.
The main conclusion that the compilers of the rating made is that the world has passed the “peak of sweatpants”. There is a clear trend among shoppers towards fashion items such as dresses and high heels, with searches for these product categories up 163% and 222% QoQ, respectively. Sports and activewear was still in high demand, but even here there is a deviation in the “fashionable” direction.
The Lyst Index is based on data collected from the actions and purchases of more than 150 million people who use Lyst's fashion apparel platform. When compiling the rating, data on the 8 million most popular products are taken into account, and not only sales volumes are taken into account, but also mentions in social networks and search frequency in search engines.