According to the third quarterly report of 2020 from Lyst, the pandemic continues to change consumer’s habits towards the fashion industry. Face masks registered an increase of + 389%, convincing luxury brands such as Burberry and Missoni to enter this market. However, the most desired face mask at the moment is by Adidas, which went immediately sold out. Further confirmation of how the pandemic is influencing the industry comes from the incessant growth of loungewear which, in an era where smart working is an essential part of our lives, is a necessity. Nike’s grey sweatpants are at the third place of the most desired items list, as well as Crocs, Birkenstock and UGG slippers.
Now is more important than ever, that brands invest in digital strategies. After its twelve-hour live streaming, which exceeded 35 million views, Gucci is once again the most desired brand in the world (podium surpassed in July by Nike which now dropped to the third position). Prada marks its highest position ever following the announcement of the arrival of Raf Simons as co-creative director, and Jacquemus goes from the eleventh to the third place with a 186% increase in searches during the 24 hours after their evocative fashion show set up in a wheat field near Paris.
The emerging designer Marine Serre appears for the first time on the Lyst report, earning a huge success after celebrities like Beyoncé and Adele, worn her creations. Focusing on the most desired products of the last three months, the TELFAR Shopping Bag knows no rivals and earns the gold medal.