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The most searched products and brands during quarantine

For the first time in three quarters, Off-White slips to second place

The most searched products and brands during quarantine For the first time in three quarters, Off-White slips to second place
Most wanted women's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020

2020 was a turning point for the fashion world – a year in which brands faced an unprecedented crisis due mainly to the forced stop of the manufacturing and retail sectors, but also to the radical change in the buying habits of consumers who spent seven months and more locked inside the house, could not travel and were forced to conduct all their purchases online. All of these changes were reflected in the online searches analyzed in the last report by Lyst, the leading search engine in the field of fashion, brands and the most searched products in the second quarter of 2020. Some familiar elements have remained unchanged in the past, such as the strong holding of brands such as Off-White Gucci, Balenciaga, Prada and Saint Laurent, but they have been undermined by Nike as the most desired brand in the world. Nike's record, an absolute novelty for the industry, is just one of the results that occurred following the pandemic and lockdown that significantly changed the luxury fashion scenario. 

Nike surpassed Virgil Abloh's brand from a podium held for three quarters in a row: the first time a sportswear brand has taken the top spot in Lyst's quarterly report. A result achieved thanks to the recent surge in activewear and loungewear searches, whose demand has increased by 106% in the last three months, and the viral video in which the brand's famous slogan had become "Don't Do It" – which has been shared over 5 million times online – a demonstration of the importance it has, for brands , reflect the values and culture of their target audience. 

Another big strength of Beaverton's brand was the strong commitment to e-commerce, a sector that Nike already wanted to reinforce before the lockdown, aiming to digitalize 30% of all its sales by 2023 – a goal that has already been achieved this year and that has led the brand to set a new goal : To digitally make 50% of its global sales digital in the near future. Nike's online popularity has since increased thanks to Jordan Brand's collaboration with Dior, with the record-breaking online lottery to which 5 million people have signed up.

Which brands have best endured the crisis?

The ability to cultivate an online community has also become the key skill that every brand should cultivate, just as Jacquemus did, which has risen four places since last quarter, and that with its recognizable aesthetic and strong social activity has increased online searches by 61%, becoming the eleventh most desired brand in the world and increasing its followers by 20%. The virality and success of all Jacquemus's initiatives, from Bella Hadid's FaceTime photo shoot to the SS21 show among the wheat fields, have decreed the continuation of the success of this independent brand that has also survived the pandemic without even having a physical flagship store. 

In addition to Nike's record and the continuation of Jacquemus's rise, the other news of the quarter is the ascent of Balmain, which gained six positions to Lyst's most desired brand, and the arrival on the charts, for the first time, of Fear of God which has greatly increased its performance during quarantine both on the sales side and on the sales side. , that of online searches as well as social searches.

I prodotti più desiderati

Thanks to the summer and the rise of loungewear, Birkenstock sandals have been the protagonists of this month's footwear research, with an extraordinary increase of 225% driven so much by the numerous collaborations with designers such as Valentino, Rick Owens and Proenza Schouler, that of the star power of its fans – figures such as Kendall Jenner, Bella Hadid, Leonardo DiCaprio and Usher. Another item at the top of the charts was the designer face mask, whose searches grew by 441%, with the podium shared between that signed Marine Serre, very successful among the female audience, and that of Off-White. Other products that have dominated the last three months are Alexander McQueen's Tread Slick unisex boots, whose searches have increased by 43% after being worn by Thimotée Chalamet, while the success of Prada's Monolith Boot and the classic Dr. Martens, also featured in numerous collaborations in the last year, continues. 

Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most sought-after men's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020
Most wanted women's products in Q2 2020

A phenomenon that came to light during the lockdown, then, is screen inspired shopping: the large number of video calls on Zoom or Google Teams and the closure of the barbers pushed by 49% searches for baseball caps that contained the hair too grown. The most sought-after product of the category is Gucci's baseball cap, which takes fourth place. Other screens that have influenced the search are the sale of products online have been those of streaming and television: after the success of The Last Dance on Netflix Nike Air Jordan saw a 36% increase in searches while the TV series Normal People popularized the men's chain necklaces – a trend already growing with a 75% increase in online searches for men's jewelry that instead, on an annual basis, translates into a 150% increase, with Gucci, Bottega Veneta and Off-White as the reference brands.

Searches for women's products, on the other hand, have been influenced by Tik Tok: after being worn by Rosie Huntington-Whiteley and Camille Charrière, Cult Gaia Serita's dress saw research on its behalf increase by 236% in the period of June alone, also driving a 22% increase in searches for the brand. A surprise is the arrival of H&M's puffed-sleeved dress in the ranking of the most popular women's products of the moment: part of a sustainable collection and strong of a price point of only 19.99th the dress has become the ninth most sought after product by women, running out in a few days and applying as a possible it-dress of the summer.