Balenciaga Remain the ‘World’s Hottest Brand’ While Nike Interest Declines, According to Report
The Lyst Index report for Q1 2022 has been published and there have been some interesting developments since their coverage of Q4 2021. Balenciaga have again topped the rankings, followed by some major ups and downs for other fashion and sportswear brands. Nike’s ‘hotness’ fell yet again, with their top 20 position facing imminent threat.
This report is conducted by Lyst, a retailer who have also been gathering fashion data and statistics for the past few years. Their numbers are pulled from consumer behaviour across 160 million site visits across over 17,000 brands and stores. Social media information and search engine behaviour has also informed the results.
Balenciaga maintained pressure with a new London flagship store, and continued campaign support from Kim Kardashian and Justin Bieber among others. The brand was followed by Gucci and Louis Vuitton rounding out the top three spots, while further down Miu Miu jumped up to 10th from 20th. The most dramatic entry on the fashion side goes to Diesel, landing at 15th after ranking 46th the previous quarter. Lyst attribute this to celebrity appearances from the likes of Dua Lipa, Julia Fox, Kylie Jenner and Megan Thee Stallion.
Nike plunged to 19th this quarter after 13th in Q4 2021, down even further from sixth in Q3. In fact, they were overtaken by adidas, who entered the top 20 with 17th place. They had some help from some big collaborations including Gucci and Prada, who took out second and fourth place this quarter respectively.
Check out the entirety of The Lyst Index for the full breakdown.