The Lyst Index for Q2 is out and, um… the top 10 is not looking very different to the last quarter.
There’s small changes: Miu Miu has taken over Loewe and is now the hottest brand for Q2, followed by Loewe and YSL which has remained in third place. Prada has swapped places with Coach, COS remains in the charts, standing strong as the only accessible brand in the top 10, The Row moved up to sixth place, confirming that quiet luxury is not going anywhere any time soon, while Chloé and Bottega Veneta continue to be in the top 10, in eighth and ninth place, respectively. The only newbie on the charts is Moncler at number 10, moving up one spot from 11th place.
The lack of major changes between the two quarters nods to consumers continuing to be interested in the same brands. Maybe there’s something to be said about the trend cycle: it’s not moving as fast as it used to, consumers are taking their time with what they like and what brands are on their mood boards. This signals the luxury slowdown, shoppers are looking to investment pieces and sticking to the brands that won’t let them down, rather than taking risks with statement pieces by alternative high-end brands.
Product-wise, this quarter saw consumers shifting to statement shoes of a lower cost: the Vibram five finger shoes and Ancient Greek Sandals’ Iro ballet flat (an affordable alternative to The Row’s jelly shoes), and striking staples by luxury brands: such as The Row’s viral flip flops, Miu Miu’s leather boat shoes, and Prada’s new low-profiles, the Collapse Re-Nylons. Shoppers are looking for standout statement shoes – as six out of the 10 hottest products are footwear – and keeping it more lowkey with clothing and accessories (with adidas shorts and a Skims tank top).
Featured images Miu Miu© and Lyst©
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