New data compiled by fashion search engine Lyst and the Business of Fashion reveals the official global rankings for the highest performing fashion brands and individual products in the second financial quarter, with Alessandro Michele's Gucci topping both lists. Tracking 4.5 million data points per hour from over 65 million annual consumers, 4 million products and 12,000 brands, the formula allowed fashion houses to be analysed through search data, engagement statistics, conversion rates and sales.
Rising three places since the Q1 results in April, Gucci has overtaken Kanye West's brand Yeezy and streetwear stalwart Vetements to move from 3rd in the list to 1st. Gucci also snapped up 4 spots in the top 10 best-selling products category, with the brand's GG Bloom slides topping the list.
A significant factor in this success was Gucci's ability to connect with millennial and Gen-Z consumers, with sales to millennial and Gen-Z consumers reportedly growing at double-digits in the first half of the 2017 fiscal year. Following Gucci on the list was Yeezy, which was praised for its 'clever pricing and distribution strategy' that allowed it to maintain buzz. Next was Balenciaga, followed by Vetements and then Givenchy.
