10 most wanted fashion items revealed in quarterly Lyst index

(AFP via Getty Images)

When the UK first went into lockdown in March and everyone was told to stay home, one of the ways they kept themselves occupied was through online shopping.

In fact, according to an Online Retail Index from the UK’s online retail association IMRG and consulting firm Capgemini, overall online retail sales surged by 33.9 per cent year-on-year in June, marking a new 12-year high since March 2008.

Now, global fashion search platform Lyst has identified the most popular products people bought during this period when it came to fashion.

The quarterly Lyst Index compiles the 10 “hottest” products and brands by looking at a combination of shopper behaviour, including conversion rates and sales, Google search data, and social media mentions and engagement statistics worldwide over a three month period.

To identify the world’s hottest products, Lyst’s formula filters through more than eight million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores.

Now, the results are in and the number one hottest fashion item has been identified as a Telfar shopping bag.

“Starting from the relatively accessible price of $150, Telfar’s motto ‘Not for you, for everyone’ sums up the new mood that has swept fashion — and the world,” Lyst states.

“As a Black-owned brand that stood for inclusivity long before the Black Lives Matter movement, Telfar has been well placed to capture the increase in purpose-driven shopping, with demand for the bag spiking 270 per cent.”

In September, Telfar’s founder, Clemens, won the prestigious CFDA award.

Lyst

In second place on the list is the long-sleeved Marine Serre crescent moon stretch top, a design which was famously worn by Beyoncé and a troupe of dancers in her “Black is King” music video.

Adele and Kylie Jenner are among the other celebrities to have worn the brand in recent months, prompting a 426 per cent surge in searches.

Also on the list is House of Sunny’s green Hockney dress, which was worn by Kendall Jenner over the summer in an Instagram post that prompted the item to sell out, while demand for the brand surged by 45 per cent.

The rest of the top 10 is made up of hero products from cult brands, like Bottega Veneta’s Tire boots, Prada’s heavy-sole logo loafers and Ganni’s balloon sleeve dress.

As for the hottest brands, Gucci has taken the number one spot for this quarter.

The Italian label livestreamed its Epilogue collection in July, subsequently garnering more than 35 million views worldwide.

Meanwhile, Lyst reports that page views for Gucci were up 52 per cent in the third quarter year-on-year.

Second in the list is Virgil Abloh’s cult streetwear label Off-White, which recently created a concept car with Mercedes-Benz.

Additionally, Abloh recently launched a $1m (£774,575) scholarship fund to support black fashion students.

Nike and Prada come in third and fourth place, respectively, with the latter having recently debuted its first collection with Raf Simons as co-creative director to critical acclaim.

Lyst

Balenciaga, Fendi, Versace and Saint Laurent come next, with Bottega Veneta taking the ninth spot and Valentino coming in 10th.

“We’re now in the final quarter of 2020, and performance over this key commercial period will be a time of reckoning for many in the industry,” states Lyst.

“Until the results are in and the dust settles on a tumultuous year, brands can take some comfort in the promising signals which have emerged since spring — while continuing to leverage the opportunities arising from this forced reset.”

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