More than ever, internet users are looking for genderless clothing and footwear, warm and comfortable designs, and sporty cuts, across all areas of fashion. Most of these trends originate from the beginning of the pandemic, but are continuing into the new year as the global public health crisis endures. Snug, cozy comfort and commitment to causes are still driving consumer interest and purchases.
Against the backdrop of the pandemic, 2020 was a particularly tough year for stilettos, suits, ties and tailoring. Shoppers first turned to homewear like pajamas, leggings and hoodies, before seeking to combine style and comfort with clothing that can be worn inside and outside the home. Such pieces include sweater dresses, jumpsuits and loose-cut pants in soft, supple fabrics.
The North Face 1996 retro Nuptse jacket was the world’s most popular fashion item of Q4 2020, according to the latest edition of The Lyst Index, which rounds up fashion’s hottest brands and products of the last three months. Plus, for the first time, the same item tops the list of both men’s and women’s hottest products, signaling current consumer enthusiasm for unisex designs.
Comfort, above all
On the menswear side, the second most popular item of the last quarter is the Moncler Sassiere short down jacket. This comes ahead of UGG’s Scuff Deco slippers, the Stone Island Crinkle Reps NY down jacket, Nike’s Tech Fleece zip-up hoodie, the Moncler Montcla down jacket, and Birkenstock Boston clogs. There was no room for sophisticated styles, it seems, as men looked for comfort, and warm clothing to wrap themselves up in this winter.
And it’s a similar story for womenswear, although with a slightly sportier vibe. Birkenstock’s shearling-lined Boston clogs take second place in the list of Q4’s hottest products, ahead of Bottega Veneta Lug boots, Chloé Betty rain boots, UGG classic ultra mini boots and SKIMS velour hoodie.
Gucci still number one
Like last quarter, Gucci tops the list of favorite brands for Q4. The Italian fashion house has adapted perfectly to the constraints of the pandemic, notably by holding its #GucciFest fashion and film festival. The brand is also meeting demand among the younger generation in actively committing to causes. Harry Styles notably wore a Gucci dress for his now-famous cover shoot for Vogue US in December.
Balenciaga takes second place, ahead of the Moncler brand, which climbs no less than 10 places compared to last quarter. Off-White, Prada and Saint Laurent remain, as usual, in the upper end of the list.
To establish its ranking, Lyst analyzes monthly online shopping behavior of over nine million consumers who browse, discover and buy fashion from 12,000 brands and stores online. The formula behind The Lyst Index takes into account the behavior of shoppers on Lyst, notably conversion rates and sales. It also includes Google search data, as well as social media mentions and engagement statistics worldwide over a three-month period.
See the full report: Lyst.com/data/the-lyst-index/q420. NVG