The Lyst Index, the premium shopping app’s quarterly check in on the hottest brands and products, sees two new entrants and returning favorites for Q4. Meanwhile, minimalist designs and accessible brands are making a strong return.
Miu Miu held on to its No. 1 position as the hottest brand of the quarter, during which it released upcycled designs sourced from vintage clothing stores and markets worldwide, and hosted events in Gigi Hadid. The brand has claimed the number one spot three out of the last four quarters. However, it was Miu Miu’s gorpcore basic, a $2,450 gray fleece zip-up jacket, that landed on the index’s hottest products list at No. 3.
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Saint Laurent, Prada and Loewe ranked No. 2, No. 3 and No. 4 hottest brands, respectively.
Coach, the recipient of the 2024 CDFA Innovation Award, climbed 10 spots from Q3 to Q4 by doing what it knows best: leather. Lyst ranked the brand’s $495 Brooklyn shoulder bag—worn often by Bella Hadid—as the No. 1 hottest product of the quarter, and its $95 cherry bag charm No. 4.
“A well-executed strategy to connect authentically with Gen Z customers has paid off, with demand up a staggering 65 percent quarter on quarter, and 332 percent year on year. Competitive discounts during peak sale season allowed more customers to access hot Coach bags and made Coach pieces popular holiday gifts,” Lyst stated.
Bottega Veneta stayed steady at No. 6, followed by Alaïa, Moncler and The Row, which opened its first store in Paris in Q4.
Deckers Brand-owned Ugg made its debuted on the hottest brands index at No. 10. While the boot brand traditionally sees an uptick in interest in sales during the winter, Lyst said demand for Ugg was unprecedented this season. Lyst reported that Ugg searches are up 358 percent over the last three months, and up 12 percent year on year.
Additionally, the brand’s Classic Ultra Mini Boot was named the No. 2 hottest product.
“Beyond the ongoing nostalgic appreciation for 2000s fashion, shoppers are feeling inspired by creators showcasing new ways to style the boots, pairing Uggs with baggy jeans or more elevated looks,” Lyst stated. “As ‘Mini Ugg outfit inspo’ dominated TikTok, the ubiquitous tan Ugg Classic Ultra Mini Boots became this quarter’s second hottest product.”
Skims, Gucci, Jacquemus, Versace, Balenciaga, Valentino, Cos, Ralph Lauren, Chloe and Toteme rounded out the top 20 hottest brands.
Minimalist and modern, it is Cos first time on the index. The H&M Group-owned brand’s $350 chunky cashmere sweater, which Lyst described as a dupe for The Row’s style, ranked the fifth hottest product. Lyst added that demand for Cos increased 16 percent in Q4.
In general, the hottest products were more affordable to prior quarters. The average price of a Q4 hottest product was $628, down 27 percent year-over-year.
The Wardrobe NYC RHW blazer dress that Beyoncé wore to a rally for former vice president Kamala Harris ranked No. 6. Lyst said searches for the tailored min dress increased 110 percent in Q4.
The Skims x The North Face 2000 Retro Nuptse jacket (No. 7), the Taylor Swift- approved leopard print coat by Charlotte Simon (No. 8), &Daughter Ada cardigan (No. 9) and Massimo Dutti loafers (No. 10) rounded out the hottest brands index.
