The 10 most online-searched brands in the last quarter of 2019

The largest search engine in the fashion industry, Lyst, has composed its report on the world's most sought-after fashion brands and products in the last quarter of 2019. Reading this data, you can draw insights into market trends and hypothesize trends for the future. At the end of last year, there was a slight change in the top 5 of the most sought-after brands in the world with Off-White™ in the lead, Gucci overtaking Balenciaga in second place, Moncler jumping ten places up and coming in fourth place and Versace slipping from here fifth. A similar "slip" of some positions has also been attested to for Prada, Valentino and Burberry but the most striking concerns Vetements falling from tenth to fifteenth position after the exit of Demna Gvasalia from the brand. 

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In addition to Moncler, Yeezy did a noteworthy jump up, going from 25th to 16th, along with Acne Studios, which jumps from the 24th to the 17th, and two brands that are not properly fashion or luxury: Canada Goose and Dr. Martens which climbed fourteen and twelve positions respectively entering the top 20 for the first time. Another success was recorded by Bottega Veneta, which has been steadily rising since the debut of new creative director Daniel Lee, and which saw online researches increase by 32% in the last quarter of the year. Saint Laurent, Stone Island, Nike and Givenchy remain stable. In general, Lyst predicts two new trends: the first moves towards a more sustainable fashion while the second sees a progressive retreat of streetwear. 

Among the most desired products, however, we can note, for womenswear, the continued popularity of Gucci's Double G Buckle belt, which takes the first position for the ninth time in less than three years. The second place was occupied by a new entry: the Gilda sandals by Amina Muaddi, pulled by the star power of Kendall Jenner, Gigi Hadid and Hailey Bieber. Muaddi's fame was also fueled by the contract signed with Fenty for the production of footwear, a move that earned the designer's brand an extra 50% of research. In third place is Prada's Monolith Boot, also popularized by models and influencers and driven by the more general trend that has made the amphibian the must-have of winter. Fourth and fifth place on the list were occupied by Acne Studios with its wool scarf and Bottega Veneta with the leather mini-clutch. Honorable mentions then deserve the Farylle Boot by Dr. Martens, the only product from the average price range in the list, and Arket's puffer coat, which becomes the first sustainable product to enter the top ten.

The most sought-after objects by men, however, are undoubtedly more basic: Moncler's Maya puffer jacket and Gui vest take first and fourth place, with the second occupied by Gucci's monogrammed scarf and the third by Alexander McQueen's platform sneakers. Two other sneakers enter the rankings at the fifth and eighth position: the Yeezy 500 Stone and the Nike Air Force 1 "Para-Noise". In sixth place are The Stone Island cargo pants, which after being worn by Drake had an average of 22,000 monthly searches online, while in seventh place there's Acne Studios' beanie and only in ninth the Diag Waterfall Hoodie by Off-White™. For the first time, Barbour's quilted jacket is also among the most sought-after menswear items.