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Text = Xie Xinxuan
The Lyst Index of the first season of 2023 was released a few days ago. The analysis pointed out that the fashion industry after the epidemic is still in a chaotic mood, and the competition between luxurious clothing and more durable clothing is fierce. On the other hand, through the dissemination of online media, it can be seen that consumers are more easily influenced by brand activities or viral topics, and vacillate between the public and the niche, big brands and small brands.
The Lyst fashion website has more than 200 million people browsing and shopping every year. Through consumer data, the Lyst Index is established every quarter to rank the most popular brands and products in the fashion industry. The data used includes search volume, product views and sales on and off the platform, and to track brand and product popularity, the Lyst Index also combines global social media mentions, activity and engagement statistics within three months.
2023 Q1 Hottest Products
From the most popular products in the first quarter of 2023, we can see the phenomenon of consumption polarization. For the first time, the affordable brand UNIQLO's curved mini shoulder bag with a market price of 390 Taiwan dollars won the first place.
This bag is a joint series of UNIQLO U. Since its launch in 2021, it has been loved by consumers because of its simple and versatile appearance and affordable price. Up to now, more than 10 kinds of colors have been launched, which shows its high popularity! In addition, it has also accumulated 59 million streams on Tik Tok, ranking first in the list of most popular single products, and it deserves its name!
In addition to UNIQLO shoulder bags, you can also see other relatively affordable items this season, such as Adidas Gazelle casual sneakers, Weekday Astro Loose wide-leg jeans and other practical and classic products, which also won good rankings.
In contrast, you can also see the cartoon-shaped red boots of MSCHF, a topical item, or Rick Owens' exaggerated sunglasses in the shape of ski goggles.
2023 Q1 Most Popular Brands
Since the last season, Prada has been the most popular brand in the world. In 2023 Q1, the search volume has increased by another 22%, and it has won the first place again. In addition, its sister brand Miu Miu also climbed to the second place through the high popularity of bags and topical joint names. The excellent performance of the two brands has consolidated the Prada Group's status as a fashion giant.
It is worth noting that Gucci, the ever-victorious player in the rankings, fell to the ninth place in consecutive quarters, while Versace rose by 5 places this quarter, making it the fastest-rising brand this quarter.
SKIMS, the body-shaping underwear brand founded by Kim Kardashian, is on the list for the first time. Through Kim's own celebrity influence and publicity, the search volume on Lyst has increased by 30% in the past three months. The brand's tights are also the third most popular in this quarter. product.
Also appearing for the first time in this quarter's Hottest Brands rankings is JW Anderson. Jonathan Anderson is the third creative director, following Virgil Abloh and Miuccia Prada, to helm two of Lyst Index's hottest brands in the same quarter.
Potential brands worthy of attention in 2023 Q1
Khaite, Ann Demeulemeester, and Magda Butrym are the potential niche brands worthy of attention this quarter. Regardless of the brand’s popularity and sales growth, trending products include Magda Butrym’s floral dresses, Khaite’s satin mini dresses and Ann Demeulemeester’s under-knee dresses. Wide leather boots.