Prada, Gucci and Moncler Lead Hottest Brands for Q4 2022, Lyst Index – WWD Announces

Milan – Who’s the hottest of them all? The constantly repeated question in Lyst’s office has been answered again in Italian.

According to the latest Lyst Index report, which ranks the most popular brands and products quarterly, Prada, Gucci and Moncler come to mind in the fourth quarter of 2022, followed closely by Miu Miu and Valentino. rice field.

Prada replaced Gucci at the top of the rankings, searches for its products increased 37% from October to December, and Prada’s logo slingback shoes were included in another list of the fashion house’s hottest products last year. It’s the 4th item that came in.

Moncler climbed 14 places to number three, its highest Lyst Index ranking since the fourth quarter of 2020. This reflects his 76% surge in searches over the holiday period.

Bottega Veneta and Loewe finished fifth and seventh respectively. By the way, the Italian brand’s breakthrough has sparked many memes, with actress Margot Robbie wearing her custom Veneta jersey dress from Bottega at her Governors Awards in November. Kudos to you. time.

Dior is the eighth most popular brand on the index, with Dolce & Gabbana and Saint Laurent taking third place.

After a controversial quarter, Balenciaga dropped seven positions to 11th place.^th It dropped out of the top 10 for the first time since the Lyst index launched five years ago.

Nike and Versace are 12^th and 13^thFendi, Louis Vuitton, and Diesel dropped 7th, 6th, and 8th places respectively to rank within the top 14.^th and 16^th spot.

First appearing in the report, Ugg ranks 17th, buoyed by strong Gen Z followers and over 1.2 billion mentions on TikTok. Search numbers for this brand’s Ultra His Mini His boots surged 82% for him during the holiday season.

Burberry, Coach and Jacquemus made the top 20.

The “Breakout Brands” category, introduced last year, has returned to highlight the fastest growing labels outside of this list. Jenna Ortega’s viral dance as “Wednesday Addams” with 1.7 billion views,16Arlington and Mugler with searches up 56% and 49%. Each.

In the Top 10 Best Sellers ranking, a Saint Laurent Icare quilted bag took the high step of the podium, beating out the competition from Prada logo slingback shoes and Dr. Martens Leonore Chelsea boots.

The rest of the list reflects the duality of party wear and comfy options, with 16 Arlington’s Solaria dress and Mach and Mach heels with crystal double ribbons ranking fourth and eighth, respectively. Sandwiched between Acne Studios mohair check scarf and Loewe padded bomber jacket. The latter has been seen on Hailey Bieber, Kendall Jenner, Taylor Russell, and more, and on TikTok’s dedicated hashtag he generated 478.5 million views.

The Bottega Veneta Sardine bag, Miu Miu logo satin briefs and Crocs x Salehe Bembury clogs are also among the most popular products.

To compile the report, Lyst analyzes the online shopping behavior of over 200 million annual active users who search, browse and buy fashion across brands and online stores. The formulas behind the index include on- and off-platform searches, product views and sales, and social media metrics such as brand and product mentions and global engagement statistics.

Katy Lubin, Lyst’s Vice President of Brands and Communications, said: “Quarterly data shows that the brands in the index are driving the culture…together they shape demand, pioneer innovation and build value across the industry. Ups and downs are common, but when it reaches the top of the charts it becomes an exclusive club: 65% of the brands in the original Lyst index are still in the top 20 today. I was worried the report would be a little boring with so little movement, but thankfully fashion always has something to talk about.”

These include: Communities are becoming more micro and more involved…small brands are taking center stage, revival brands are rising rapidly and climbing the index…this is a new environment and a new It is the mindset of the customer, and there is great power in this shift away from the big global moment and towards building deep, meaningful relationships with individual customers. We see the communities surrounding brands becoming increasingly active stakeholders in their success,” said Rubin.

Numbers can only tell part of the story, so to celebrate The Index’s fifth anniversary, Lyst went straight to the source and asked some of the hottest labels how they ignite, sustain, and even ignite heat. I asked directly if the fuel supply was successful.

On Tuesday evening, the company and its CEO, Emma McFerran, hosted an event that brought together industry leaders and designers at the Milan campus of the Academia Costume & Moda Fashion School to address the topic. Panelists included Remo Ruffini, Chairman and CEO of Moncler. Lorenzo Bertelli, his Director of Marketing and Head of Corporate Social Responsibility for the Prada Group. Valentino CEO Jacopo Venturini. Emilio Pucci’s artistic director Camille Micelli and Palm Angels founder Francesco Ragazzi.

While the designers delved into the importance of community and culture in their work, executives provided input on their business tricks.

Ruffini has generously listed ingredients, referring to energy, uniqueness, perseverance and focus. “You have to focus on your products and ideas. Don’t look around too much…and especially as trends change and we move towards a cleaner approach. [in products],” He said.

To this end, Ruffini emphasized that “voice alone is never enough” to connect and engage with a wide range of communities, cultures and markets. Flexibly adapting strategy and vision to macro changes was another key factor for him.

“Of course, you have to have good ideas and good execution, but you also have to dream,” Bertelli says of his own formula. “We need time to dream and brainstorm for ourselves, think strategically or later, and get inspired. We talked about the balance between digging deep into aspects and shrinking them. at University. “

Instead, Venturini was all about authenticity. “I worked for another company, so it’s a little different. I don’t think there’s one recipe. Every company is different, its values ​​and roots are different. It’s about being authentic with the brand you work for,” he pointed out.

As CEO of Valentino, such a process began with relocating the company to “the rightful place for the most legitimate Italian couture brand.”

“Being a couture Maison doesn’t just mean doing couture shows and dresses, it means having couture in the blood of the company. Intimacy, attention to detail and a very small, cozy and warm environment that should be translated into the modern world in the way we behave, the way our stores are or the way we welcome our customers. It’s worth it. [there]’ said the executive.

Asked about keeping the brand hot for the long haul, Venturini again referred to his roots. “Everything starts with creativity,” he said. “I am now a CEO, but having been a merchandiser for many years, I have learned to value creativity…For me, creativity is what creates energy, and I feel a responsibility to maintain this energy until it reaches the store. It’s a long process, but you have to be consistent in everything you do. [throughout it]’ said Venturini. He cites the brand’s Pink PP his show as an example of how the concept has permeated store restructuring, advertising, websites, and his social media accounts, over a semester of “strength of creative ideas.” maintained or emphasized.

“Very difficult [to maintain the heat]I always say the most important thing is to change before something happens, before it’s too late. Even with good business and response, brands need to understand what the next steps are,” suggested Ruffini.

“Sometimes it’s also important to be brave and follow an idea,” Ragazzi repeated, while Micelli emphasized the power of repetition and urged you to “assert, insist, and assert your message.”

“My job is to create beautiful things every day. It’s very simple and immediate, it gives people a way to show their individuality, it tells them something about joy and their relationship to themselves. Today Me It’s all we need,” said Miceli, emphasizing that her job is getting easier given the colorful fashion house she creatively directs.

“Brands today must create value that not only communicates to their communities, but also entertains, energizes, inspires customers and allows them to create something they have never seen before,” said Ragazzi. added. The designer emphasized the personal need to approach the brand in a variety of media, from clothing and photography to activating his F1, like the partnership he recently signed with his Haas team. “It’s all about responding to the interests of the community and clients and trying to reach out to them in different areas … I want to connect the dots and be right where they go on vacation or listen to music. I have,” he said.

Students in the audience asked for the ultimate tip, and advice varied.

“Earn knowledge, study a lot and travel. Because I always think it comes with how you communicate, and they’re one thing for me,” offered Bertelli.

“I think we should stay curious,” agreed Venturini. “And times are changing rapidly, and so are customer preferences, so we need to be humble…. [Along with being] Passionate about what you do [these] Whether successful or not, for me there are three important factors. You can succeed without success. Learn from mistakes, learn from action. There is no other way,” he concludes.