Since Alessandro Michele took over as creative director, Gucci‘s standing in the fashion world has gone from strength to strength – and the past few months have been no different. According to new data, compiled by the global fashion search engine Lyst and The Business of Fashion, Gucci is the “hottest” fashion brand on the planet.
To generate the results, Lyst created a formula that analysed the fashion houses via search, page views, engagement, intent rate and conversion over the second quarter of 2017. They tracked 4.5 million data points an hour from more than 65 million annual consumers, four million products and 12,000 brands. Not only did Gucci top this list, but it was also ranked highest in the ‘Top Products’ report, taking four spots out of a possible 10.
In the ‘Top Products’ list, Gucci’s floral sliders came first, the brand’s logo belt third, its pussy-bow dress ranked seventh and its embroidered trainers took eighth place. No other brand featured on the list more than once, and Givenchy was the only other label to also appear on both the ‘Hottest Brands’ and ‘Top Products’ list.
“A significant factor in this success was Gucci’s ability to connect with millennial and Gen-Z consumers,” The Business of Fashion said. “Alessandro Michele’s maximalist-magpie aesthetic translates extremely well to digital channels, while the brand’s marketing strategies, such as the meme-led campaign for Gucci watches in March, and Glen Luchford’s recent Fifties-sci-fi-inspired video have proved successful experiments.”
Following Gucci on the list was Yeezy, which was praised for its “clever pricing and distribution strategy” that allowed it to maintain buzz. Next was Balenciaga, followed by Vetements and then Givenchy. See both lists in full here.
This article originally appeared on Harper’s BAZAAR UK.