What makes a fashion brand truly hot? Business of Fashion together with Lyst analyze data every quarter to determine just that. For the third quarter of 2017, Balenciaga, Gucci, and Off-White got the top three spots in the list.
Balenciaga beat out Gucci for number 1. BoF credits this to the new logo, a residency at Colette, along with Demna Gvasalia’s imaginative designs that credit social media buzz.
Gucci, on the other hand, is unsurprisingly strong in drawing in the customers. The old school brand’s turn around into a fresh and relevant label has been relentless from editorials that feature aliens to being a staple in celebrity closets.
Off-White, a newcomer is the industry, is the fairytale story at the moment. It ranks at third, a huge jump from its previous number 34 spot, through various partnerships with Ikea and Nike, and designs which give nod to various references, including Princess Diana.
Other brands in the list are Saint Laurent, Moncler, Raf Simons, and Valentino. BoF and Lyst’s ranking is based on information from 65 million customers, five million products, and studies 12,000 brands.
[Business of Fashion]
Photo courtesy of Balenciaga’s Instagram account
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