For two years, global fashion search engine Lyst has been analysing data from the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.
During this time, three brands have appeared every quarter: Balenciaga, Gucci and Vetements – with Balenciaga and Gucci consistently placing among the top three brands. While brands rise and fall, the hottest brands form an exclusive club with just 25 having made the cut. 80 per cent of the brands from the first edition of The Lyst Index are still in the report, and on average fewer than two new brands join the ranks each quarter.
So what does it take to become one of the 20 hottest brands in the world? Here, Lyst has rounded up the 12 things which they all have in common.
Sell womenswear and menswear
The average product split is 60 per cent womenswear, 40 per cent menswear. Just one solely menswear brand has made The Lyst Index hottest brands list.
Make great sneakers
Sneakers make up 14 per cent of their overall product range and account for 22 per cent of their sales via Lyst.
Use a logo
More than half of all the hottest products that have ever appeared in The Lyst Index have featured a prominent logo.
Hit the pricing sweet spot
View this post on Instagram
Rebellious but at the same time romantic and refined, the #FendiFW19 campaign celebrates strong and powerful women. #FendiEyewear Creative Director: @silviaventurinifendi #silviaventurinifendi Art Director: #StephenGan Styling: @chaos Hair: @sammcknight1 Make-up: @emmanuelsammartino Feat: @anokyai, @chunjincj, @fransummers, @kris_grikaite, @ophelieguillermand, @sashaluss, @st.einberg and @iamugbad
29 per cent of the hottest brands’ products cost between £155 and £390. Meanwhile, £400 is the average price of all the hottest products that have ever appeared in The Lyst Index.
Have a star designer
The hottest brands’ creative directors have two million social media followers on average.
Get a CEO with a 10-year plan
The average tenure of the hottest brands’ CEOs is 9.5 years.
95 per cent of the hottest brands are based in Europe with 50 per cent being based in Italy and 25 per cent in France. All of this quarter’s hottest brands which host fashion shows do so in Paris or Milan. One exception shows in London.
Have a heritage...or be brand new
65 per cent of the hottest brands are over 50 years old, and 20 per cent have passed 100. But the youngest, at just 5, has made every Lyst Index to date.
Dominate social media
The hottest brands have on average of 24.3m followers across Instagram, Facebook, Twitter, YouTube, LinkedIn and Weibo; 21m #brandname hashtags on Instagram; and 38m views on YouTube.
Create major celebrity moments
View this post on Instagram
For the Spring-Summer 2020 Collection, Versace honors an iconic moment when fashion and culture became a catalyst for technological progress. Passionate for constant innovation, Chief Creative Officer, @donatella_versace uses the latest technology – the Google Assistant – to call for @jlo wearing the Jungle dress on the runway, creating yet another unforgettable, Google-worthy Versace moment. #MFW #VersaceSS20
Viral celebrity moments can spike social mentions by more than 1000 per cent within hours.
Collaborate and extend the brand
Most collaborate with other brands and 75 per cent have a fragrance or beauty. 55 per cent offer childrenswear while 30 per cent do homeware.
Move towards a sustainable future
50 per cent of the hottest brands have signed the G7 Fashion Pact and 40 per cent have committed to going carbon neutral.
From Harper's BAZAAR U.K.