A staple brand among streetwear industry behemoths, Off-White, might lose its No. 1 place on Lyst Index, as a new report from the fashion search platform suggests.
The global fashion search platform Lyst analyses the online shopping behavior of more than nine million shoppers a month searching, browsing, and buying fashion across 12,000 designers and stores online. The formula behind The Lyst Index takes into account global Lyst and Google search data, conversion rates, and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three month period.
For the last three quarters, Off-White has sat at the top of the Lyst Index. Yet for Q2 – the period covering April through June of this year – the brand has slid into second place, behind Nike. The reason behind Nike securing its top spot might be their “Don’t Do It” campaign in support of the #BlackLivesMatter movement that was liked over 5 million times on Instagram during Q2. It’s also impossible to ignore the monumental success of Nike’s collaboration with Kim Jones at Dior, which has been one of the most widely-hyped launches of the year so far.
It’s worth mentioning that Off-White still leads in the fashion industry as well as on the Lyst, compared to mega-brand competitors in the luxury menswear space including Gucci, which took third place, Balenciaga, and Prada, which took fourth and fifth respectively.