Gucci and Yeezy Are the Hottest Brands in the World According to New Hot Brand Index
You aren't imagining it — the Gucci and Yeezy world takeover is real.
According to Lyst and Business of Fashion's Hot Brand Index, a new quarterly report compiled by the two companies that takes into account "search, page views (across devices), engagement, intent rate and conversion," Gucci and Yeezy are prom king and queen of the luxury fashion sphere.
Gucci was ranked No. 1, up two spots from the first financial quarter, while Yeezy stayed solidly at No. 2 quarter over quarter. Demna Gvasalia's babies, Balenciaga and Vetements, picked up the third and fourth spots, respectively (Balenciaga jumped from No. 9, while Vetements fell from No. 1). Rounding out the top five was Givenchy, which leapt seven spots from No. 12, presumably on the news that Clare Waight Keller had signed on as creative director in March.
The Gucci effect has been well-chronicled over the two years since Alessandro Michele took the reins in 2015, with his sparkly, romantic, maximalist aesthetic rippling across the industry. In August 2017, we have arguably reached peak Gucci, at least as far as Kesha's latest Lisa Frank-esque look — purple sequined leggings paired with a rainbow tunic emblazoned with a tiger — is concerned.
Yeezy's fire power is to be expected too, as the brand combines two of fashion's biggest trends — luxury streetwear and a celebrity creative director.
The list also ranks the top-selling products globally, and it looks like slides are still the hottest footwear trend of the summer. Gucci's bloom slide and Givenchy's logo slides took the No.1 and No. 5 spots. Footwear, noticeably, took six of the top 10 spots, while only two apparel items, Gucci's pussy bow silk crepe de chine dress ($2,800) — worn by Amal Clooney in 2016 — and Diane Von Furstengerg's Serafina dress ($398), made the cut.
The power of celebrities continues to hold significant influence in the industry — Emma Watson's Louis Vuitton dress from the The Circle caused a traffic spike to the website that was double that of the womenswear show in March.
Other interesting finds include the fact that Gen Z is beginning to make up more of the consumer base, with millennial and Gen Z spending doubling in the first half of the year. Sales to consumers under the age of 35 are expected to make up 45 percent of luxury spending by 2025.
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