The Lyst platform, which regularly reports on the most popular brands and things as part of the Lyst Index project, has published a report for the second quarter of 2022. Also working as a store aggregator, Lyst is able to measure the behavior and habits of more than 200 million customers a year.
In April, May and June, the most popular brands were Gucci (1st), Balenciaga (2nd), Prada (3rd). Gucci was generous with informational occasions: the team showed the Cosmogonie collection in Puglia, Italy (the show was held in the Castel del Monte castle), released a joint HA HA HA drop with Harry Styles and a collaboration with Adidas (in 48 hours the number of brand searches in search engines increased by 286 %). Balenciaga has released its second Yeezy Gap Engineered by Balenciaga drop, and Prada has announced that they will now also sell virtual clothing.
Lyst also notes that collaborations are still a great marketing tool. Example: the Dove hoodie from the Yeezy Gap Engineered by Balenciaga drop, as well as the Jean Paul Gaultier x Lotta Volkova collection. The main item in the latter is a “nude” dress – a reference to the famous Gauthier show SS96.
As for the most popular items, the 1DR bag from Diesel is in the first place – the brand came to life after the arrival of a new creative director. Then there are the Gazelle sneakers from the Adidas x Gucci collection. In third place is the same naked dress, which we wrote about above.
Also in the selection was a crochet bag from Miu Miu, an Anagram basket from Loewe, a Fendace swimsuit and Gucci slides.