As for the last quarter of 2019, the “Hottest Brand” title falls to Off-White, beating Gucci and Balenciaga just like for the third quarter.
Calculated as part of the Lyst index, the “Hottest Brand” list sees Gucci move up to the second place, moving ahead of Balenciaga in third and Moncler in fourth. Prada lost the position of the 5th hottest, moving to the 7th place, while Saint Laurent and Burberry occupy 9th and 10th places respectively. Although dominated by luxury brands, the list also features Nike, Stone Island, and Dr. Martens in the top 20.
HIghlighting the sustainability initiatives, such as Burberry’s work with The RealReal and Gucci signing the CEO Carbon Neutral Challenge, Lyst summarized the results by adding that“these initiatives offset the traditional ‘buy, buy, buy’ mentality of the quarter – and point towards a wider shift in the industry.”
If you’re interested in seeing the full list of the hottest brands, head over to the Lyst site.