Off-White, Moncler, Amina Muaddi Among Biggest Winners in Lyst’s ‘Hottest Brands’ Index

LONDON — Even though Virgil Abloh might think streetwear is dead, his label Off-White was named hottest brand of the year in Lyst’s latest index, primarily thanks to the popularity of the genre he helped create. According to the fashion search platform, for now, “streetwear remains the most powerful force in fashion” and Off-White was able to retain its number-one spot because of a strong demand for hoodies, sneakers and T-shirts. The rest of the top 10 spots on the index, which refers to the fourth quarter of 2019, were populated by heavyweights such as Gucci, Balenciaga, Versace, Prada, Valentino, Saint Laurent and Burberry. Lyst determines its hottest brand index, by analyzing the online shopping behavior of more than nine million shoppers per month and taking into account searches, conversion rates and sales. For the end of 2019, the big-name brands that came out as winners were the ones that sustained full-price sales of core products, despite the heavy discounting period in the fourth quarter, starting with Black Friday and moving onto Christmas. Sustainability initiatives, such as Burberry’s partnership with The Real Real and Gucci’s Carbon Neutral Challenge, were also key in maintaining brands’ relevance. Among the brands that jumped in popularity were Moncler, which was

Follow WWD on Twitter or become a fan on Facebook.

from WWDWWD https://ift.tt/36U5pPM