Lyst just published its Index and it’s nothing new.
Gucci, Off-White, Balenciaga, Moncler, Fendi, Versace, Stone Island, Vetements, Valentino and Burberry are the top 10.
The best products are the entry price Gucci Soho Disco bag and the Double G belt.
While 2018 is clearly the year of Gucci, it’s interesting to see young and cool brands such as Off-White or established innovator brands such as Stone Island at the top of the chart.
While big brands can count on relevant investments in communications, the niche brands leverage on their unique identity and positioning.
Veja sneakers for example have been endorsed by Meghan Markle and they are positioned as “vegan”.
Doc Martens boots are an evergreen icon.
Fila is an oldie but goodie recently relaunched also thanks to the collaboration with Fendi.
What is working at its best in this moment in terms of “volumes” is:
- logo products from big brands (Gucci, Saint Laurent, Versace) at relatively entry price
- products with strong identity and temporary trendy feel (furry Ugg sandals, Balenciaga sock sneakers, Veja sneakers)
- icons (Moncler down jacket, Doc Martens boots, Fila)
A successful brand must “just” evolve its own style into meaningful collections.
Easy? Not at all.
Because what is hot now, can disappear tomorrow.