For the first time, Brand Dior appeared in the Lyst Index rankings and immediately took the third position.
The new Lyst Index, which includes the most popular brands from the fashion world, is presented below. The main innovation of the rankings for 2021 is the appearance of the Dior brand, which immediately took the third position. Earlier sales were not counted because of non-compliance with Lyst Index rules, namely because of the distribution model. The brand reached this high position because of the strong demand for its products and the signing of a contract with the South Korean pop icon Kim Ji Soo of the group Blackpink and the virtual presentation of the Autumn-Winter '21 collection Versailles.
Gucci is in the first place. This year, the authors of the rating specifically mentioned the appearance of a collaboration with North Face, the beginning of virtual sneaker sales, and participation in creating the image of Billie Eilish and Harry Styles for the Grammy ceremony.
In second place was Nike, which claimed a 59% increase in digital sales and introduced sneakers that can be worn without hands, which is especially valuable for people with physical disabilities. Separately, a story about "satanic" sneakers being sold by rapper Lil Nas X, against which the sportswear manufacturer has won the case in court.
Rounding out the top five are Balenciaga and Moncler. The first was marked by the expansion of the store network, the launch of new collections, and the company's environmental initiatives; the second was marked by the increase in e-commerce and the appearance of unique items made of recycled materials.
The Lyst Index rankings take into account the most sought-after brands and the best-selling products. This year, among women's products, the top 5 were:
- The North Face x Gucci GG bomber jacket;
- Hermès Kelly bag;
- Bottega Veneta Lug boots;
- Prada re-edition 2005 bag;
- Attico Devon's mules.
In the case of the 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 made by the authors of the rating is that the world has passed the "peak of sweatpants. Shoppers' tendency to buy fashion products, such as dresses and high-heeled shoes, was certainly noted: the number of search queries for these categories of goods grew by 163% and 222%, respectively, in quarterly terms. Sports and activewear were still in high demand, but there was a deviation in the "fashion" direction even here.
The Lyst Index rankings are based on data from an analysis of the actions and purchases of the more than 150 million people who use the Lyst platform, which specializes in fashion apparel. The ranking takes into account the 8 million most popular products and takes into account not only sales volumes but also social media mentions and search engine search frequencies.