Dive Brief:
- Miu Miu has edged into the top spot on Lyst Index’s newly-released Q3 2023 brand rankings for the first time since reporting began in 2018. It overtook Loewe, which was the top-ranked brand in the last quarter but dropped to second place this quarter. The Prada brand ranked third this quarter.
- Lyst, which reports on the top 20 brands and products each quarter, cited several factors for Miu Miu’s three-position jump from last quarter, including a recent footwear collaboration with Prada Group’s Church’s brand. The report also noted that Miu Miu’s rise came “without even factoring in'' its spring-summer 2024 Paris runway show, which occurred after the September Lyst Index quarterly reporting cut-off.
- Maison Margiela’s Tabi shoe was Lyst’s top ranked product for the quarter, based largely on the viral momentum that came in the wake of a TikTok story by @Nextlevellexuss about a Tinder date who stole her shoes.
Dive Insight:
It’s Miu Miu’s 30th anniversary year, and the brand is getting plenty of customer attention to celebrate its three-decade run as Prada’s fun little sister.
The Q3 Lyst Index stated that there was global demand for Miu Miu’s “hero products including ballet flats and the Arcadie bag,” and that the brand’s fall-winter line garnered over 223 million views on TikTok, including attention generated from an ad campaign starring Emma Corrin, Ethel Cain and Zaya Wade. The brand’s logo cashmere cardigan was also Lyst’s second hottest product for the quarter, and its popularity caused “a halo effect for the category: searches for cardigans are up 44%.”
Elsewhere in the rankings, French streetwear brand Jacquemus hit its highest ranking ever at ninth place, while Burberry rose four spots since last quarter to land in 10th place. Ferragamo made its Lyst debut in the 20th spot.
Rising star brands to watch for next quarter include Helmut Lang, which is getting attention with the appointment of new creative director Peter Do; Tory Burch, which was nominated for Womenswear Designer of the Year by CFDA; and Poster Girl. All three brands saw searches rise by double digits for the quarter.
Lyst, a fashion technology company and shopping app, calculates quarterly rankings based on shopper behavior, social media mentions, consumer searches both on and off its platform, product views and sales, and activity and engagement statistics worldwide.
