In 2022, luxury is a more dynamic market than ever before

Each quarter, Lyst's report tracks, by analyzing online consumer behavior, how the dynamics of popularity among brands are changing. Usually the top 20 most popular brands, minimal movements aside, are fairly static: Gucci, Balenciaga and Nike (occasionally Dior as well) take turns on the podium, with the other big luxury brands losing or gaining positions depending on a variety of factors. But Lyst's report for the first quarter of 2022, which arrived this morning, has redesigned the framework of that top 20 which, until last year, was devoid of huge novelties: first of all, Nike's demise among the most popular brands that began at the end of last year is confirmed; Diesel entered the ranking for the first time, jumping thirty-one positions; Miu Miu, which had appeared in last position after the viral show in September, climbs ten positions with a 400% increase in searches; Rick Owens jumps nine places after six months spent outside the top 20. 

Even for the most popular brand, Balenciaga, there has been movement with a 108% increase in online searches. Among the news visible on the most popular product level is the increase in popularity of the Clarks Wallabee, which appears in the men's ranking alongside Fear of God's mules, Prada's loafers, Balenciaga's Defender and the New Balance 550 co-signed by Aimè Leon Dore. For womanswear, the news comes in the form of two boots, at the top and bottom of the list respectively, which are the knee-thigh boot by Naked Wolfe and the jeans/boots by Diesel by Glenn Martens. In the middle of the list, on the other hand, there are the Moon Boots, whose influence has come back strongly this winter, and among the most sought-after products there is always the micro-skirt by Miu Miu. 

The data in The Lyst Index for the first quarter of 2022 confirm that the right strategy for brands remains total exposure, the virality of their content, but also the strong responsiveness of the market in the face of new stimuli. The ranking of the popularity of the brands has never appeared as dynamic as in these first three months: the public waits and reacts to the novelties promptly but in a predictable way, favoring the brands that have appeared on celebrities and protagonists of moments that have become viral as, for Balenciaga, it was for the show-tribute to the war in Ukraine.