Why Alessandro Michele’s nailing it
We recently revealed the most popular fashion brands on social media right now, and now news data compiled by Lyst and The Business of Fashion has shed light on the hottest brands in actual real life right now – and the results are pretty fascinating.
Unsurprisingly, Gucci, aka the brand everyone is talking about, has landed the coveted first place, ahead of 12,000 other brands.
The data analysed the fashion houses via search, page views, engagement and conversion over the second quarter (April to June).
Gucci knocked Vetements off the top spot, after rising from the third place in Q1. Yeezy came in second, thanks to Adidas’ clever marketing around its collaboration with Kanye’s brand.
Balenciaga came in third, with Kyle Maclachlan’s appearance at the runway show (one of the looks was inspired by his Twin Peaks character) credited for keeping the brand cool.
Vetements meanwhile went down to number four, but is still winning at collaborations with brands like Levi’s and Juicy Couture.
Finally, in fifth place, a stellar celebrity following by the likes of the Jenners/Kardashians gave Givenchy major kudos.
So why all the love for Gucci? BoF credits Alessandro Michele’s successful relationship with millennials.
François Henri Pinault, Kering (the group which owns Gucci) chief executive says, ‘Gucci is selling 50 percent of all sales to these [millenials]. It means that we have a core category of customers that are between 25 and 35. The attractiveness of couture, of the ready-to-wear is much higher for that clientele than it used to be for older people before’
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