Global fashion search platform Lyst has published its quarterly ranking of brands and products for 2018.
To create the report, Lyst aggregates shopping behavior, engagement statistics, and social media information to reveal the most successful and talked about brands of each quarter.
The latest data reveals some restructuring at the top of the men's fashion food chain, with performance wear from The North Face and Patagonia finding its way into the hottest products category.
On the brands front, Gucci has dethroned OFF-WHITE from the number one spot, with over six million shoppers searching for a Gucci bag, belt, or shoe online from October through December. However, Lyst caveats that this commercially critical quarter is slightly skewered by seasonal reductions and, of course, holiday shopping.
An interesting new addition to the category is Moncler, which comes in at number four. The Italian Maison's boost in popularity could be attributed to the Moncler Genius project, which saw it collaborate with names such as Palm Angels, Craig Green and Pierpaolo Piccioli (you may recall how Piccioli's towering sculptural jackets became news-worthy when Ezra Miller wore one to the Fantastic Beasts premiere). Chilly end of year temperatures no doubt aided the luxe-outdoor specialist's push, too.
In terms of men's products, Lyst reports how "everyday urban hiker essentials have officially become high fashion," which is evidenced by cold weather staples like The North Face Nuptse and Patagonia's classic Retro X Fleece jacket slotting in at positions two and three, respectively. The OFF-WHITE x Nike Air Force 1 sneaker in the ever-popular "Volt" colorway took the top spot.
Q4 also saw an unexpected outlier nestled among the sneakers and logo sweaters in the form of a $595 Versace bathrobe which came in at number eight. The bougie bath accessory's popularity was attributed by Lyst to Drake, Kanye West, and Kevin Hart, who have all been seen flexing it on Instagram. The development goes to show that the recent acquisition of Versace by Michael Kors isn't doing any damage, at least financially, to the Italian heritage label.
Check out the lists of hottest brands and menswear products of Q4 below.
Hottest Brands in Q4 of 2018
1. Gucci 2. OFF-WHITE 3. Balenciaga 4. Moncler 5. Fendi 6. Versace 7. Stone Island 8. Vetements 9. Valentino 10. Burberry
Top Products in Q4 of 2018 (For Men)
1. Nike Air Force 1 '07 LV8 Utility Volt sneakers 2. The North Face Nuptse jacket 3. Patagonia Men's Classic Retro-X fleece jacket 4. Fendi Bag Bugs windbreaker 5. Stone Island long sleeve t-shirt 6. Moncler Maya jacket 7. Givenchy logo wool sweater 8. Versace baroque bathrobe 9. Converse x Off-White Chuck 70 hi-top sneakers 10. Puma RS-X Reinvention sneakers
