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What Consumers Want: Gucci, Sneakers, Brand Collabs

What Consumers Want: Gucci, Sneakers, Brand Collabs

What Consumers Want: Gucci, Sneakers, Brand Collabs
February 06
10:47 2019
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MILAN — Gucci is the world’s most desirable brand, according to global fashion search platform Lyst’s fourth-quarter ranking of the industry’s hottest names and products in 2018.
After giving away the top spot to Off-White over the summer, the Italian fashion house regained its position as the most researched label online from October to December.
Analyzing the shopping behavior of more than five million monthly customers browsing and buying items across 12,000 designers and online stores, Lyst compiled its quarterly index, taking into account Google search data, conversion rates and sales, as well as social media metrics, including brand and product mentions and engagement statics.
“We’ve added social media as one of the factors because it’s so influential now,” said Lyst’s chief partnerships officer Jenny Cossons.
“I am sure that most of the success Gucci is having is the fact that at all price points and at all ages, people want to share it. The fact that my children know Gucci but don’t know some of these other bigger, established brands is super interesting. It’s also an adjective in London, people are like ‘That’s so Gucci’ even if it’s not Gucci, so it has transformed culture, it’s beyond fashion now, and I think that’s

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