LONDON – Miu Miu is still the hottest brand, Lyst confirmed Wednesday with the release of its hottest brands ranking for the fourth quarter of 2024.
Its sister brand Prada came in third, while Saint Laurent rose to the second spot. Moncler, Balenciaga and Chloé each rose up the rankings this quarter, while Loewe, Alaïa, Gucci, Jacquemus, Versace, Valentino, Ralph Lauren and Toteme saw various degrees of decline in ranking.
The dark horse of the quarter belonged to Coach, which shot up 10 places to become the fifth hottest brand. Lyst, which calculates brands’ relevancy based on searches on its platform, said Coach had a well-executed strategy to connect authentically with Gen Z customers that paid off.
Demand for the brand on Lyst went up 65 percent in the period, and 332 percent, year-over-year. The shopping platform said competitive discounts during peak sales season allowed more customers to access top-selling Coach bags and made Coach pieces popular holiday gifts.
Lyst hottest brands ranking for fourth quarter 2024
Coutesy of Lyst
New entries this season both sit in the more affordable end of the market — Ugg and Cos. Ranked in 10th place, demand for Ugg grew by 358 percent over the last three months, and was up 12 percent year-over-year. Cos’ rise in popularity was mostly driven by its viral cashmere sweater. Some considered it a dupe for The Row’s style, Lyst said.
Kim Kardashian’s shapewear brand Skims had a steady performance in the quarter, rising one space into 11th position. Lyst noticed that smart partnerships with brands and talent continue to drive the brand’s social buzz, alongside strong demand for core shapewear collection pieces.
While not trending enough to make it to the top 20, Lyst highlighted three brands in swift ascent: Our Legacy, Demellier and Auralee, with demand on Lyst rising 22 percent, 119 percent and 114 percent, respectively.
Hottest products in the fourth quarter, according to Lyst.
Courtesy of Lyst
In terms of most in-demand products, they were the Brooklyn bag from Coach, the classic Ultra Mini boot from Ugg, the fleece jacket from Miu Miu, the cherry bag charm from Coach, the cashmere sweater from Cos, the RHW blazer dress from Wardrobe NYC, the 2000 retro Nuptse jacket from Skims x The North Face, a leopard print coat from Charlotte Simone, the Ada cardigan from &Daughter, and the Penny loafer from Massimo Dutti.
