Shopping surf engine Lyst and Business of Fashion have released their quarterly brand heat index for 1Q. Once again, Kering-owned Balenciaga was ranked as the hottest brand in fashion, holding onto the spot for the third quarter in a row.
According to Lyst press, “A significant spike came at the end of January, when Vetements released its fall/winter 2019 edition of its Vetements x Reebok sock runner. Priced at $510, or $610 for the high-top iteration, the boots are more accessible than the brand’s $1200 hoodies.”
Titled “The Truth about Vetements,” the study takes aim at HighSnobiety’s March 2018 article that claimed Vetments is over. In the index, Vetements was ranked as the No. 3 brand, moving up two positions from the last report.
The list is built using Google and Lyst search data, along with “engagement statistics, conversion rates and sales.” Notably, the list doesn’t include Chanel, Christian Dior, Hermès, Louis Vuitton and Céline because the brands block their inclusion in shopping search engines like Lyst.
Lyst also provides a “hot items” list, which does include results from luxury reseller The RealReal, which helped put Louis Vuitton’s “Neverfull” tote on top of the list, followed by Golden Goose Superstar sneakers.
Given how hot Nike is at the moment, one has to guess it’s not included on the list because most shoppers are not going through Lyst to make their sneaker purchases. They’re either buying directly from Nike or popular athletic footwear retailers like Foot Locker or The Finish Line.
Like any tracking list that tracks online usage, it’s important to keep in mind the source and what might impact ranking whether a brand’s decision to stay off of search engines or the popularity of competing sites or stores.