Global fashion search engine Lyst has analyzed the most sought-after fashion brands and items for the second quarter of 2020.
According to Lyst fashion-related search queries from more than 104 million users worldwide were identified. To do this, the online search engine looked at the number of searches on Lyst and Google, the number of page visits, as well as the sales figures of more than six million products. The report also takes into account social media key figures such as the change in follower numbers, mentions of brands and products in the social media, as well as relevant search terms and hashtags.
Even though it seems that a lot of customers are now more confident again, the Corona crisis and the general uncertainty around the world were nevertheless clearly noticeable in the past quarter. Instead of going out, shoppers increasingly looked for sports and loungewear, making Nike the most popular brand in the world. This is the first time in the history of the index that no luxury brand is at the top.
Nike saw a 106% increase in searches for loungewear and sportswear. Adidas also recorded an increase in search queries and climbed eight places in the ranking of the most popular brands, to 13th place.
The facemask with an arrow logo from Off-White was already the most sought-after men's product in the Lyst Index in Q1 and manages to defend this place. In the women's category, a facemask also made it to second place among the hottest products, a model with a moon print from Marine Serre from a cooperation with the French filter brand R-PUR. Overall, global demand for facemasks increased by 441%. From sports brands such as Adidas and Reebok to Gap, LoveShackFancy and RE/DONE, many labels have recently entered the mask market in response to the growing demand. Currently there are more than 300 masks from over 40 retailers on Lyst.
Fashion trendsetters have also had an impact on the consumer behavior of many shoppers’ during the Corona crisis. Side visits to the Serita dress by Cult Gaia, which was worn by models Rosie Huntington-Whiteley and Hailey Bieber and influencer Camille Charrière, among others, rose by a rapid 236% in June. Another trend triggered by influencers such as Pernille Teisbaek and Marie von Behrens was boxing shorts. Searches for shorts in this style increased by 32% in the last quarter and the nylon model from Prada made it to sixth place among the hottest women's articles.
The singer Harry Syles already caused a 75% increase in searches for Bode brand shirts through the video for his hit "Watermelon Sugar,” but the Lyst Index Q2 lists another product that received a lot of attention thanks to the singer: the patchwork Cardigan by JW Anderson. The $1,560 colorblocked model has achieved cult status with Gen Z consumers–they even launched the #HarryStylesCardigan Crochet Challenge on TikTok–and it was responsible for 166% more searches for the brand's cardigans in the last week of June.