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Off-White Outranks Balenciaga and Gucci as the World's Hottest Fashion Brand

Plus, Dior's influencer marketing for its Saddle Bag officially paid off, according to a new report from Lyst.
Off-White's Spring 2019 runway finale at Paris Fashion Week. Photo: Imaxtree

Off-White's Spring 2019 runway finale at Paris Fashion Week. Photo: Imaxtree

After crunching the numbers with data from five million shoppers and analyzing what they were searching, browsing and buying online, Lyst released its newest quarterly ranking of brands and products on Wednesday. The global fashion platform also considered Google search data and social media metrics over the three-month period, including brand follower growth and product mentions.

For the first time ever, Off-White officially ranked hottest fashion brand of 2018's third quarter, jumping 33 spots in the Lyst Index over the last year. Virgil Abloh's luxury line has now surpassed Gucci and Balenciaga, which hold the second and third spot, respectively:

1. Off-White
2. Gucci
3. Balenciaga
4. Nike
5. Prada
6. Versace
7. Yeezy
8. Vetements
9. Fendi
10. Valentino

The analysts over at Lyst note Off-White's collaboration with Nike — "The Ten" sneaker series, along with Serena Williams's "Queen" collection that debuted during the U.S. Open — played a key role in growing brand awareness across e-commerce and social media. (Traffic to Off-White products online increased by 10 percent in August alone, according to Lyst.) The synergy between both brands also helped Nike jump up a few spots within the Lyst Index, holding the fourth spot over Prada, Versace and Kanye West's Adidas-powered line Yeezy.

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As for specific designer-name product that brought in the most online interest over the third quarter, Lyst filtered through 6 million items and thousands of online stores, assessing social media mentions, searches, page views, interactions and sales. While Off-White is considered the coolest brand of the moment, it's Dior that takes the number-one "It" item spot, thanks to the revival of its aughts-era Saddle Bag and a massive influencer marketing campaign across social media in July. 

Though the countless online placements reached a major saturation point on Instagram, the strategy actually paid off: In a span of 48 hours, searches for the bag skyrocketed by a whopping 957 percent.

As for Off-White, its current clout helped rank three of the brand's products on the 20-spot list, two of which are in the top 10, including the signature industrial belt (#2) and denim jacket (#6): 

1. Dior Saddle Bag
2. Off-White Logo Belt
3. Birkenstock Madrid Sandal
4. Jonathan Simkhai Lace-Up Jeans
5. Nike M2K Tekno Sneakers
6. Off-White Denim Jacket
7. Staud Shirley Bag
8. Gucci Flashtrek Sneakers
9. Ganni Dainty Georgette Wrap Skirt
10. Saint Laurent LouLou Sunglasses

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