This was revealed by the e-commerce aggregator Lyst, which every 3 months publishes the ranking of the most desired brands and fashion products in the world. User research on the platform between January and March 2020 confirms two trends: on the one hand the supremacy of Made in Italy luxury brands, on the other the growth of brands and sports products. In Italy the fashion of Urban Style goes crazy in an evident way thanks to millennials.
The platform that brings together 12 thousand online shops has analyzed the behavior of over 9 million users. The Lyst report for the 1st quarter of 2020, takes into consideration Google search data and the use of social media, from the growth of followers of the different brands to product mentions, from engagement statistics to the search for related keywords. A safe way to track desires, as well as consumer needs, in this quarantine period.
The top 10 of the most desired brands of the first quarter of 2020 confirms in the ranking 6 large Maison of Italian origins: in fourth place downhill by a Gucci position, followed by Prada (who in December 2019 was in 7th place), Moncler (6 °), Fendi (7 °) and Valentino (8 °). Versace slips from fifth to tenth position, while Bottega Veneta rises from 14th to 13th place. At the top of the top 20 of the most desired brands globally there is still Off-White, while Nike ousted Gucci in third place and is positioned immediately behind Balenciaga. The biggest news is Jacquemus: Simon Porte’s fashion house enters 15th place, gaining seven positions compared to the last report.
The most desired products? At the top of the Lyst Index we find the Cassette bag by Bottega Veneta, among the most photographed of the street style and on Instagram. The only shoes present are two sneakers: the Adidas Super Sleek 72 signed with Ivy Park, the Beyoncé brand (6th position) and the New Balance 993 (7th position). Gucci stands out in 4th place with logo tights. And if the eighth position is occupied by Nike joggers, the tenth sees the 2.55 of vintage Chanel, which recorded a 75% increase in searches during the 1st quarter of 2020.