Fashion is evolving, it has to deal with the exceptional conditions of the pandemic, even with the protests following the killing of George Floyd. But not only. According to what emerges from the Lyst Index, quarterly ranking of the most desired brands and products worldwide in the period between April and June 2020 (analyzing the behavior of over 9 million users per month but also Google search data and metrics of social media, including the growth of brand followers, product mentions on multiple platforms, engagement statistics and the search for related keywords in a period of 3 months) it emerges how TikTok has become a social trend also for fashion. Lyst Index shows thatsome trends supported by influencers on social channels have proven successful. A few examples? The searches for the Cult Gaia Serita dress increased by 236% in June. Worn by model Rosie Huntington-Whiteley and influencer Camille Charrière, the hype surrounding the $ 458 dress brought a 22% increase in searches for the brand. At the other end of the price range, the H&M puff sleeve dress is the ninth most fashionable female product. Part of a sustainable clothing collection launched towards the end of the quarter, the $ 19.99 dress was sold out in a few days and looks set to become the summer It-dress . Worn by influencers such as Pernille Teisbaek and Marie von Behrens, Prada nylon shorts are among the hottest products in the world. Page views with boxing shorts increased 32% this quarter. In the meantime, the Eva cult t-shirt by The Frankie Shop has continued to sell out despite the various and repeated supplies since its launch in 2019. Worn by personalities such as singer Rita Ora and fashion buyer Tiffany Hsu, this shirt featuring padded straps has contributed to a 112% increase in muscle tee searches in the past three months. The patchwork design cardigan by JW Anderson, worn by the musician Harry Styles in February, enters the ranking of the most desired men's products. Having achieved cult status among young Generation Z consumers - who launched the viral challenge #HarryStylesCardigan on Tik Tok to play it - this $ 1,560 color-block article triggered a 166% increase in cardigan searches of the brand during the last week of June. Challenging the rules of luxury marketing, JW Anderson then shared with his growing online community the pattern for replicating it knitted or crocheted .
The impact of the coronavirus was strongly felt during the quarter, although consumer shopping sentiment recovered in the last few months with the elimination of lockdown restrictions in some markets. What has affected a lot, and it is curious thinking that we are talking about fashion, were demonstrations for greater equality and racial justice following the killing of George Floyd. Here's how: some brands have struggled to react and adapt to the changing landscape, Nike has in fact climbed two positions to become the most desired brand in the world. Since the foundation of the Lyst Index, a sports brand has reached the top of the ranking for the first time. Nike was driven by a 106% increase in demand for lounge and activewear, as consumers sought comfortable clothes to wear at home, as well as clothing for physical activity and outdoor activities . In an atmosphere of change with canceled events such as the Met Gala and Fashion Week, fashion brands had to reinvent themselves to generate interest from clients . A Nike video has been shared over 5 million times on Instagram, Nike has transformed its famous slogan into "Don't Do it" to promote its message against racism.
Nike's success also reflects how coronavirus is restoring patterns and purchasing habits and accelerating the transition to digital commerce . Although the company has experienced a drop in revenue from closing down physical stores and shipping fewer products to wholesalers, its strong commitment to digital shows that the situation is changing. Nike previously announced plans to reach 30% of digital sales by 2023, but having already achieved this milestone this year, the company has set a new 50% digital sales target in the near future.
Creating online communities is the key to success , making everyone feel protagonists. Brands with a distinctive aesthetic and philosophy have continued to attract interest and solidify their customer affiliation power. Not secondary, however, the brands that have been able in recent years to build a community of true followers interested in the product. For example, Jacquemus continues its rise, reaching four positions to become the eleventh most desired brand in the world, having seen a 61% increase in traffic on Lyst and a 20% growth in Instagram followers compared to the previous quarter. In April, the brand generated a buzz for a campaign with model Bella Hadid photographed via the FaceTime video calling app, and in May Instagram posts with designer Simon Porte Jacquemus' grandmother went viral. The designer also shared photos of his clients wearing his products on his stories several times. This increased the client-brand attachment more.
BRAND: WHO GOES UP AND WHO GOES DOWN?
● Off-White remains in second position, despite having slipped from first position after three consecutive quarters.
● Balmain re- enters the Lyst Index's most desired brand ranking after gaining six positions.
● Newcomer is Fear of God who has increased his performance exponentially during this lockdown period. The US brand has managed -in a moment of static for most brands- to climb the top of research, sales and social networks.
PRODUCTS: THE GENDERLESS LOCKDOWN
● The Birkenstock Arizona sandals are the most desired shoe in the world in this quarter. Searches for sandals increased 225% over the quarter. In recent years, numerous collaborations with brands such as Valentino, Rick Owens and Proenza Schouler have helped the brand. In addition, powerful influencers such as Kendall Jenner, Gigi Hadid, Leonardo DiCaprio and Usher are fans of the sandal.
● Searches for fashion masks continue to grow by 441% quarter over quarter. Marine Serre's face mask with lunar print is the most sought after woman mask while the Off-White face mask remains the most fashionable product.
● After the Monolith boots by Prada and Dr. Martens, the unisex trend of boots continues . Alexander McQueen's Tread Slick boots are one of the most desired products of the second quarter. Worn by the actor Timothée Chalamet , searches for unisex boots grew 43% in May.
SCREEN INSPIRED SHOPPING
● A Gucci baseball cap comes in fourth position. Baseball hats have re-emerged as a fashionable accessory this quarter. Closed barbershops and Zoom calls that show off our upper body led searches for baseball caps to rise 49% this quarter.
● After the release of Netflix's The Last Dance series, sneaker enthusiasts searched for the retro Nike Air Jordan 4 flyknit sneakers , the 9th most desired product of this quarter. Within days, the documented led to a 36% increase in searches for Nike Air Jordan sneakers.
● The TV series Normal People , based on the novel of the same name by Sally Rooney, released in Italy on 16 July has transformed men's "chain" necklaces into one of the most talked about fashion accessories of the year. As searches for chain necklaces skyrocketed, the demand for men's jewelry grew steadily over the quarter, rising 75% overall and earning the Balenciaga heart medallion necklace 6th in the list of men's products. more fashionable. Research within this category of emerging products has increased by 150% on an annual basis, led by brands such as Gucci, Bottega Veneta and Off-White.
