THE LYST INDEX
data report
Photo: Courtesy Of Sunnei
What is The Lyst Index?
Let the creators answer themselves:
“The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. Lyst is a fashion technology company and premium shopping app, used by more than 200 million people each year to browse, discover and buy items from brands and stores. The formula behind The Lyst Index takes into account Lyst shoppers’ behaviour, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.”
from
2019 Q2
to
2023 Q3
data
available
In this report, we summarized data from 18 publicly available issues of The Lyst Index and analyzed the long-term tendencies in the big fashion retail picture.
298
products
by
123
brands
brands
the good old dozen
These brands have shown great consistency by appearing in every Lyst quarterly ranking
1st place
2019
2023
20th place
Let’s take a closer look at some of them
Prada
Confidently staying at the top
2022/2023 border was Prada’s big moment
The 5th place is the brand’s most stable position
BaLENCIAGA & GUCCI
Unfortunate downfall. Following the same pattern
In November 2022 creative director Alessandro Michele
left the fashion house
In November 2022 Balenciaga was accused of condoning child exploitation following a controversial campaign
Moncler
It’s all about seasonality
Every Q4 and Q1, which is the fall/winter season, the brand famously known for its down puffer jackets comes back to the top of the rating
Loewe
All the way from the bottom - slowly, but surely
CompareMyJet named Loewe
the most popular luxury brand in the US according to the Google Search data.
products
Sometimes they come back
Acne Studios checked scarf
Fairly few products managed to appear in the rating multiple times.
Most of them happen to be shoes
3
4
5
4
Birkenstock Boston clogs
Gucci 1983 Horsebit loafers
Nike Air Force 1 sneakers
The biggest contributors
Being a highly-rated brand does not necessarily mean one’s products will slide into the rating that easily. And vice-versa.
Despite being the 3rd by the number of entries in the product rating, Adidas has never got higher than the 13th place in the brand rating.
A mini skirt or a high heel?
The product category distribution defines two pairs of rivals in a battle for their share in the rating. Shoes vs clothing. Accessories vs bags.
SHO
ES
36%
35%
CLO
THI
NG
ACCESS
ORIES
16%
13%
BAGS
2019
37%
30%
18%
15%
The product category distribution for 2019 is the most similar to the general one
2020
44%
32%
15%
9%
The pandemic year was marked with the lowest interest for the bags category
2021
35%
34%
21%
10%
2021 was the best year for the accessories category
2022
46%
30%
12%
12%
2022 was all about clothing
2023
43%
20%
20%
17%
In 2023 shoes took the reign over the rating
PROFITABLE collaboration
Why design alone if you can bring in your high fashion friend?
12%
10%
10%
9%
7%
2019
2023
In 2022 12% of all Hottest Products rating entries were a collaborative child of two or more fashion brands
summary text analysis
FASHION VOCABULARY dictionary
In their brief summaries, Lyst writers use many fixed collocations, aka N-grams. Here are the most frequent 2,3 and 4-grams.
2
3
4
methodogy
Data used in this project was collected with requests and BeautifulSoup4 libraries in Python.
Data source: The Lyst Index.
Preprocessing was performed with Python and Excel. Most visualizations are created with Flourish and a few are based on Tableau charts templates.
All work with texts, from preprocessing to n-grams extraction, is done with nltk library in Python.
Designed in Canva.
Source of images: Net-a-porter.com.
2023
Julia Nesterenko
Eugenia Demsha