If you spend time on social media, it should comes as no surprise that Gucci sits atop Lyst and the Business of Fashion‘s 2Q (April-May) hottest brand list, a conclusion based on “4.5 million data points per hour from over 65 million annual consumers.”
Gucci rose form the No. 3 spot in 2Q and knocked Vetements down a couple pegs to take the top tier spot. But this list is is still a stellar one for Vetements designer Gvasalia, who also heads up Balenciaga and thus is sitting pretty with two, top five positions.
And while Kanye West is keeping a low profile these days, it must make him very self satisfied that he’s gone from being reviled and criticized by establishment fashion for daring to call himself a designer to sitting very securely at the No. 2 spot two quarters in a row. It’s also a win for Adidas, which also has a top ten contender with Y-3. Nike, the king of the category is present on the list, but is probably feeling a way because it dropped from No. 4 to No. 9 on the list. Whoops!
Looking at the top ten selling products, six of the ten items are shoes and with three pairs of sneakers and two shower slides, five of the six shoes are sport-inspired. Once again, Gucci wins with four items ranking in the top ten. And while our world is seemingly all unisex sport, apparently there are still people buying dresses with Gucci and Diane Von Furstenberg taking home two dresses in the top ten list.
In writing up the results, BOF points out “No products created through collaboration are among the top 10 bestselling products, despite extensive media coverage of Vetements’ spring 2017 collection, which featured collaborations with 14 brands and numerous others such as Gosha Rubchinskiy’s collaborations with Kappa and Burberry and Rihanna’s Fenty x Puma range.” The publication went on to argue that top-tier celebrities and influencers had a bigger impact on sales.
At the same time, it’s important to note that collaborative items intentionally are targeted at a small group of top-of-the-pyramid influencers, are made in small quantities and are not replenished. For many brands, the partnerships are viewed as as much as sales effort as a marketing effort to generate buzz and create a connection with a desirable customer.
Check out the lists below, which include affiliate links to items.
Top Ten Brands
Top Ten Items
1. Gucci GG Blooms slide sandals ($290)
2. Saint Laurent Opyum pumps ($995)
3. Gucci GG logo belt ($420)
4. Chloé Nile crossbody bag ($1,600)
5. Givenchy logo slides ($295)
6. Comme des Garçons Play lowtop sneakers ($125)
7. Gucci Pussy Bow crepe de chine dress ($2,342)
8. Gucci Ace low top embroidered sneaker ($695)
9. Diane Von Furstenberg Serafina dress ($195)