New data analysed by Business of Fashion, in partnership with search platform Lyst, has charted the top 10 consumer brands and highest-selling products so far this year. Taking into account 4.5 million data points per hour from over 65 million annual consumers, 4 million products and 12,000 brands in the second quarter of this year, the study found that Gucci is, by far, the most popular label globally at the moment with 4/10 of the most popular fashion items hailing from the Italian label.
Q2 2017's top-selling brands
Coming in a close second was Kanye West’s label in partnership with Adidas, Yeezy, thanks to their clever marketing techniques (read: Kardashians) and see-now-buy-now model. The most impressive comeback from Q1 to Q2 was Valentino, moving up 17 places from 23rd most popular brand worldwide to 6th thanks to the popularity of their ‘Rockstud’ accessories.
Q2 2017's top-selling products
According to BoF, sales to millennial and Gen-Z consumers grew at a double-digit rate in the first half of the 2017 fiscal year with a focus on ready-to-wear, highlighting a shift in the growing spending power of millennials. This may account for the fact that two out of the ten most popular products of the year so far were ready-to-wear items, Diane Von Furstenberg's hot pink, now discontinued, 'Serafina' dress and Gucci's silk crepe-de-chine dress, as seen on celebrities like Amal Clooney.
Amal Clooney in Gucci's pussy-bow dress
The study also noted that no products from celebrity collaborations made it into the top 10 list, such as Fenty X Puma by Rihanna, although influencer marketing and celebrity placements returned a higher spike in digital traffic that converted to sales versus formal press coverage and events.
Read the full report on businessoffashion.com