The Lyst Index Q2 2020, a quarterly ranking of fashion’s hottest brands and products, demonstrates how some brands struggled to evolve with changing landscape, while others showed compassion, support and creativity under duress. The Index ranks Nike as the hottest brand in the world owing to its prior investments in building its digital business and having the right product for a consumer base cooped up at homes. The brand’s digital sales jumped 75 per cent to achieve its 2023 goal. Its sales were propelled by a 106 percent increase in demand for loungewear and activewear, as consumers sought comfortable clothes to wear at home, as well as attire for exercise and outdoor activities.
Off-White slipped from the top spot but continued to see strong interest in its face masks and the ’90s-inspired capsule eycollection it launched with retailer TSUM.
The third position was occupied by Gucci, who captured the attention of consumers and the fashion industry by its announcement of holding two seasonless collections every year.
Balenciaga, which pledged to make an annual donation to the NAACP, landed in fourth place, while Prada nabbed fifth place, capturing the attention of consumers with virtual reality shopping.
Saint Laurent, Versace, Burberry, Fendi and Bottega Veneta rounded out the top 10. Like Gucci, Saint Laurent announced its plan to abandon the traditional fashion calendar and begin to follow its own rhythm. Both Versace and Bottega Veneta stayed connected with consumers online through Instagram and YouTube campaigns, respectively. Meanwhile, special collaborations boosted Fendi’s and Burberry’s profiles during the quarter.