Online shoppers have Fendi fever.
The Italian fashion house is the latest beneficiary of the ongoing luxury logo craze, according to The Lyst Index, a quarterly report that tracks the online shopping behavior of more than 5 million shoppers a month.
Fendi, which simplified its signature double F logo this year to better suit the taste of the Instagram generation, is gaining momentum. Lyst reported that online searches for pre-owned and new Fendi designs are up this quarter. The label is also tapping into the youth-driven luxury streetwear category with attainable statement pieces. In April, Fendi teamed with Net-a-Porter for a capsule collection of logo-adorned T-shirts, knit sneakers, slides and iPhone cases under $1,000.
And Fendi took a direct route to reach millennial and Gen Z consumers—through the Kardiashian-Jenner family. During Q2, Fendi benefited from social media seals of approval by almost-billionaire Kylie Jenner, who touted her Fendi logo stroller on Instagram, and a new multi-generational campaign featuring Kris Jenner, Kim Kardashian-West and daughter, North.
The tactic worked, moving the brand up 17 spots to No. 8 on the index.
After giving way to Balenciaga in Q1, Gucci ranked No. 1 again. Gucci accessories remain the most wanted fashion items worldwide, Lyst reported, topping both the women’s and men’s most popular product lists this quarter as well. The $450 GG logo belt was the most wanted item for women and has been a regular fixture on the Index for a full year. Lyst noted that the belt is driving more than 1 million global searches a month.
Streetwear-meets-luxury label Off-White nabbed second place overall. As Off-White designer Virgil Abloh gains more media attention for his collaborations with Nike and his second role as Louis Vuitton’s artistic director of men’s, Lyst said the “cult brand continues its meteoric ascent up the Index.”
The Abloh-effect helped Nike, too. Unique collaborations and record high digital revenues boosted Nike 11 places to No. 9, securing the only sportswear spot in the Index. Expect to see more buzz from the brand as it releases its highly anticipated collaboration with Anna Wintour Saturday.
Balenciaga dropped to No. 3., but the luxury brand’s polarizing Triple S sneakers ranked as one of the hottest items for men. Ugly footwear has become something of a Balenciaga specialty. Lyst said the media attention surrounding the brand’s collaboration with Crocs, an embellished platform clog, translated into demand. The second release of the collaboration in Q2 sold out again.
The Lyst Index proved that footwear is driving online searches. Fila’s “Dad” shoe, the Disruptor sneaker, was the second hottest item for women, while sport slides by Gucci and Prada topped the list for men.
Givenchy and Dolce & Gabbana rounded out the top five labels, moving up 6 places and 8 places, respectively. Media darling Vetements slid three spots, while Versace, Fendi, Nike and Prada all leapt forward into the top 10.