Already out champion of the ranking of the 2017 platform Lyst, Gucci reveals once again the brand that is most popular on the internet. From October to December, more than six million customers have sought a model of bag, belt or shoes from the Italian house. Since he is the artistic director, Alessandro Michele has been give the honor aesthetic is maximalist and non-gendered to a great deal of logos tape-to-eye, prints and vibrant colors. This vocabulary very identifiable, is cut to Instagram: two accessories of the claw Italian (bag Soho Disco and the logo belt in 1st and 2nd place) are generated two times more orders than the eight other challengers combined.

“The index criteria Lyst show that Millennials and Generation Z (under 18 years) have definitely pushed the luxury industry to embark on the digital, analysis Katy Lubin, director of platform English. This is particularly the case of Gucci. What works on the Internet with this new, very public and very powerful, it is the collaborations, the editions to be delivered in limited time and choosing the right influencers as spokespersons.”

a newcomer in the top 10 (after a leap of 12 places), Moncler, and his Genius project, has not failed to get people talking about it on social networks, generating the same peaks of popularity record. Result, his down jacket, iconic, Maya, find themselves in the 6th position of the standings. Same for Burberry, who under the direction of Riccardo Tisci, attracts a new customer base. At the end of the first parade of the Italian in September, a limited series of pieces that are only available on Instagram and the messaging app chinese: is sold in a few hours.

Another lesson from this ranking, the growing importance of the technical parts and the great outdoors in the men’s wardrobe. This is the famous tendency of the gorpcore (English neologism referring to the look of the camper-hipster) that spotlights such brands as The North Face which jacket Nupste comes 2nd in the list and Patagonia 3rd with its fleece Classic Retro-X.

“customers show a greater interest in the marks displaying a genuine commitment to an ethical mode, resumes the connecting room. For the first time, there are two signs eco-friendly in our list: Veja and Patagonia. In 2018, Lyst has seen an increase of 47 % of the searches, including key words linked to the term “sustainable”. This represents an important shift in our mentality.”

With an increase of 113% of online searches on his name, the case, Veja attests to the growth of these businesses to respect the environment. His sneakers V10 go directly to the 3rd place of the podium with women (in the series of photos of Meghan Markle floor of the model during an official trip to Australia).

And for the anecdote, the buzz, the bathrobe-male, to say the least, baroque Versace powered “purchase surprise holiday end-of-year (+240% of research on the internet) after that rappers Kanye West and Drake and actor Kevin Hart have it threaded to take the pose on Instagram.

Find the study on www.lyst.fr

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