Gucci wins most popular designer in the world, knocking Off-White from the throne

The Gucci Soho Disco bag and logo belt top the list of hottest accessories 

Chelsea Ritschel
Wednesday 06 February 2019 16:48
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Gucci is the most popular brand in the world, after reclaiming the title from Off-White.

Lyst revealed the brand’s reigning popularity in The Lyst Index, a quarterly report of brands and products for 2018.

The report by the global fashion platform analyses the online shopping behaviours of more than five million shoppers across 12,000 designers and stores – and takes into consideration searches, browsing, and purchases.

According to the report, six million shoppers searched for a Gucci bag, belt, or shoe from October to December – with the classic Gucci Soho Disco bag and logo belt topping the list of hottest products.

And it’s safe to say the Italian designer brand will remain on top, a title previously held throughout 2017 – as Lyst revealed the two coveted Gucci accessories “drove twice as many orders as the other eight products [in the top 10] combined.”

Off-White, which briefly held the spot of most popular brand from October to December of last year, came in second place, followed by Balenciaga, which experienced a viral social media moment in the spotlight when Michelle Obama wore the brand’s thigh-high holographic boots, Moncler, and Fendi.

Riccardo Tisci’s impact on Burberry has also proven to be a success, with the brand coming in at 10th on the list after jumping four spots.

The British brand’s resurgence was also helped along by its holiday campaign, which managed to get more than 17.5m social media mentions in a three-month period.

Footwear is still the leading category when it comes to products, according to the report, with shoes making up six of the top 10 products.

Proving the Meghan Markle effect is still in place, sustainable sneaker brand Veja topped the list of popular shoes – with the Duchess of Sussex increasing searches by 113 per cent when she was seen wearing a pair.

But despite the influx of new designers and brand collaborations, iconic pieces are still considered to be a lasting investment by consumers.

Kendall Jenner frequently wears the iconic Gucci logo belt (Getty)
Michelle Obama wore Balenciaga boots (Getty)

Dr Martens proved to be steadily popular, as Lyst reports searches for the boots were up 110 per cent this quarter.

However it is the “signature hero pieces,” such as the Gucci accessories and the Saint Laurent Monogram Envelope chain wallet that have “achieved new icon status.”

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These are the 10 most popular designers.

1. Gucci

2. Off-White

3. Balenciaga

4. Moncler

5. Fendi

6. Versace

7. Stone Island

8. Vetements

9. Valentino

10. Burberry

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