On Wednesday, Lyst dropped the Lyst Index for Quarter Three. The index is indicative of the most popular brands of the moment, using a formula that analyzes global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a 3 month period. The most notable outcome of the Lyst this quarter? Virgil Abloh’s Off-White has beaten out brands such as Gucci and Balenciaga as the hottest brand right now.
Off-White jumped 33 spots in one year, marking its first time atop the list. Additionally its logo belt and denim jacket sit and #2 and #6 on the women’s hottest products list, respectively. Lyst analysts attribute part of the massive growth to the brand’s collaborations with Nike that have generated a lot of hype around the brand. Nike’s spot also largely increased — it sits at #4, ranking higher than Prada, Versace, Fendi, and Vetements. Of course, Beyoncé also could have had something to do with the success of the brand. For the last show of her On the Run II tour she sported one of Abloh’s looks straight off the runway.
Whatever the reasons may be, Off-White’s sudden surge in popularity proves that brand name recognition most certainly plays a smaller role in brand success than it used to. It doesn’t hurt that streetwear is decidedly “in” right now, and Abloh himself is conquering other areas of luxury fashion with his new gig at Louis Vuitton.