The Lyst Index announced Wednesday its ranking of fashion’s hottest brands and products for Q4 2020. The “hot” products, however, reveal just as much about the state of fashion as they do about consumers’ frame of mind as they near a full year of working from home and socializing distantly via screens in the safety of their own homes.
Comfort rules, function is key and reliable heritage brands resonate with consumers on a budget.
To find the world’s hottest products, Lyst’s formula filters more than eight million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores. Though Gucci was ranked the No. 1 hottest brand of the quarter, a simple $279 jacket by The North Face was named the “hottest” product for men and women—a first in The Lyst Index’s history.
The North Face 1996 retro Nuptse jacket, a boxy packable down-filled coat and celebrity favorite, emerged as the clear winner in Q4, not to mention the booming puffer category. Searches for puffer jackets increased 174 percent, Lyst reported, driven by an increase in outdoor socializing.
“Combining technical performance with a more accessible price than styles by Moncler and Canada Goose—both of which also appear in the rankings—the Nuptse jacket fits with the trend for ’90s nostalgia, and took social media by storm,” Lyst stated.
Technical outerwear dominated the men’s index. Moncler’s Sassiera down jacket ranked No. 2, while Stone Island Crinkle Reps NY down jacket (No. 3), Nike’s Tech Fleece full-zip hoodie (No. 5), Moncler’s Montcla down jacket (No. 6) and Canada Goose’s Garson down vest (No. 8) each found their customer base during the quarter.
The women’s category, meanwhile, welcomed more sartorial outerwear statements, including Skims velour hoodie (No. 6) and Stand Studio’s soft and cozy Nikki coat (No. 10). These qualities were reflected in other at-home pieces for women like a knitted bralette from No. 7 Jacquemus and No. 9, a feather-trimmed pajama by Sleeper.
Balmain’s 3D-effect logo sweatshirt, meanwhile, gave men an elevated way to wear sweats, coming in at No. 10.
Demand for comfort trickled into footwear. “With consumers spending more time around the home, demand surged for comfortable, practical shoes that are more winter-proof than sandals,” Lyst stated.
Birkenstock’s shearling-lined Boston clogs nabbed the No. 2 spot on the women’s index, while the unlined version ranked No. 6 on the men’s index for the second successive quarter. Ugg, a name synonymous with at-home footwear, had a strong showing during the quarter as well. The brand’s Scuff Deco slippers ranked No. 3 for men, and its classic ultra mini boots for women ranked No. 5.
On Running’s Cloud X sneakers ranked No. 9 on the men’s index, indicating that consumers have fitness on their mind.
Footwear with utility elements, however, resonated more with women. At No. 3 and No. 4, Bottega Veneta’s lug boots and Chloe’s Betty rain boots reflect how designer labels are finding a place in consumers’ function-first wardrobes with grippy outsoles and waterproof properties.