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Quarantined Consumers Are Searching for Designer Hoodies and Masks

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From the sudden death of NBA legend Kobe Bryant, to the COVID-19 crisis currently crippling most of the world, 2020’s turbulent beginning is reflected in the fashion products and brands consumers are searching for while they socially distance in their home.

Based on the online shopping behavior of more than 9 million shoppers a month searching and buying fashion across 12,000 designers and stores online, The Lyst Index for Q1 2020 sheds light on exactly how consumers were preparing for new work-from-home lifestyles by prioritizing fashion that is comfortable, sporty and protective.

Here’s a look at the hottest products for men and women, according to the global fashion search platform.

Teeing off what is likely to become the new statement piece in streetwear and luxury designer collections, Off-White’s $95 face mask topped the index, making it the hottest men’s product in the world. Though it is sold out across retailers worldwide, Lyst reported that the reusable mask is currently listed for up to three times its original price on resale platforms.

Consumers are also searching for masks by Fendi, Bape and Marcelo Burlon, revealing a wide sweep of brands that can capitalize on the new required accessory in cities like New York City and Los Angeles. In fact, searches for fashion face masks surged 496 percent over the quarter, Lyst reported.

Items like Loewe’s Eln fleece sweater (No. 2), Gucci x Disney hooded sweatshirt (No. 3), Stone Island cargo trousers (No. 6) and Thom Browne 4-bar jersey sweatshirt (No. 10.) satisfied the need for elevated yet comfortable at-home gear. Meanwhile, Versace’s $675 “I Love Baroque” robe brought self-care to a new level of indulgence, ranking No. 9 on the index.

Following Bryant’s passing February, sneaker heads and fans searched Nike Kobe 4 Protro Carpe Diem sneakers, making it the fourth-hottest product of the quarter. Overall, page views for sneakers from the long-term collaboration between the brand and the NBA superstar spiked 733 percent, Lyst reported.

And whether it’s a trend driven by New Year’s resolutions to get into shape, or a stopgap whiles gyms are closed, the index indicates that consumers are returning to technical running shoes. Since the start of the year, “thousands of shoppers have searched for running shoes, with the Asics Gel-Pulse 10 sneakers the most-wanted men’s style of the quarter,” Lyst said.

Searches for the running sneakers first spiked in January, and picked up again in March, increasing 64 percent during the quarter overall. Meanwhile, page views for Asics increased 25 percent over the period.

While the men’s list reflects the growing demand for comfort and wellness, the women’s list of hottest products ushers in a host of emerging players in the luxury space.

Bottega Veneta continued its renaissance as its padded Cassette bag ranked No. 1, followed by Off-White’s soft lace bodysuit and Telfar’s shopping bag—marking the brand’s debut on the Lyst Index.

At No. 4, Gucci’s GG pattern tights filled the space left by the Gucci GG logo belt, which was noticeably absent from the index after being one of the most coveted items of past decade.

The women’s list, however, was not without some creature comforts. Anine Bing’s tiger sweatshirt, Adidas x Beyonce Ivy Park super sleek 72 sneakers, New Balance 993 sneakers and Nike Air fleece joggers filled out the top 10 list.

And in this period of uncertainty, Lyst reported that “some shoppers are gravitating towards classic investment pieces, searching for timeless items available pre-owned through luxury resale platforms.”

Searches for pre-owned Chanel classic double flap bags, ranked No. 10, increased 75 percent over the quarter, which Lyst chalked up the fact that the French maison does not sell bags through its own website. With most physical stores closed due to the pandemic, demand for the bag is spilling in secondhand marketplaces.

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