Nike Unseats Off-White™ as Fashion's Hottest Brand
The Lyst Index Q2 Report attributes Nike’s new ranking to the coronavirus pandemic.
Global fashion search platform Lyst has revealed the findings of its latest quarterly report, ranking Nike as Fashion’s Hottest Brand for Q2 of 2020. The sportswear brand jumped two spots in the rankings and unseated Off-White™, the hottest brand for Q1, from its reigning position. Gucci came in third place (an improvement from its Q1 ranking at number four) while Balenciaga dropped from second to fourth place.
Lyst attributes Nike’s success this quarter to the coronavirus pandemic, which caused an increase in searches for loungewear and activewear. The report also cites Nike’s swift response to the killing of George Floyd, which prompted the company to release an anti-racism campaign titled “Don’t Do It,” a flipped version of its iconic slogan.
A preference for loungewear extends into data on popular products. For Q2, the Hottest Women’s Product was Birkenstock‘s classic Arizona sandal, a slip-on style that can be worn indoors and outdoors. Marine Serre‘s X R-Pur face mask came in second, followed by Loewe‘s Basket bag and Calvin Klein‘s logo bralette.
Head to the Lyst website to read the full Q2 fashion report.