The health emergency continues to disrupt the fashion industry and change consumer habits, as demonstrated by the ranking of brands and “desired” compiled by Lyst, the global fashion search platform. What emerges is that consumer mentality is continuing to change, clearly adapting to the times, as the analysis of the behavior of over 9 million users has highlighted. The Lyst report also takes into account Google search data and social media metrics, including brand follower growth, product mentions on multiple platforms, engagement statistics, and related keyword searches over a 3-month period. So hold on tight: we are about to discover what we “Google,” desire, and buy more of.

The most desired brand

But let’s start with the brands before we get into the products. Topping the list of the most desired brands in the world is Gucci. After the Maison presented the “Epilogue” collection via live streaming in July, views worldwide exceeded 35 million, making it the most-watched digital event by the brand ever.

Men’s sandals: the post-Covid must-have

Between quarantine and remote work, home wear unfortunately dominates today. This is why the search for men’s sandals has increased by 47%. The multicolored Grateful Dead x Chinatown Market x Crocs shoes take 9th place, after generating a virtual queue of over 45,000 people on the launch day. Easy slip-ons are among the most desired fashion items of the moment, with Crocs searches increasing by 41%. And the Boston clogs by Birkenstock rank 2nd in the list of the most desired men’s products of the quarter, followed by UGG’s Scuff Deco slippers in 4th place (sold out at various retailers).

Dior x Air Jordan sneakers

The Air Jordan 1 High OG sneakers by Dior x Nike have become the most desired footwear in the world, topping the list of the hottest men’s products. With a waiting list of over 5 million people and only 8,500 pairs available, the resale value of these shoes has skyrocketed. Some resellers on reselling sites are asking up to 12 times the original price ($2,200).

Grey sweatpants

Ranking 3rd among the most desired men’s items of the quarter are Nike’s grey sweatpants, while Patagonia’s recycled nylon Baggies shorts enter the list at 8th place. Comfort is therefore always a must, for staying at home comfortably (without sacrificing a bit of style, too).

Face masks

As expected, the demand for face masks has steadily increased throughout the quarter, recording a +389%. This ongoing and growing demand for Personal Protective Equipment to protect against contagion has led many luxury brands – including Burberry and Missoni – to enter this market. With the enactment of laws that have extended and strengthened their use in many areas, Adidas face masks enter the list of the most desired men’s products at 9th place, selling out immediately after their release.

Prada boots with a mini pouch

The Prada boots with a mini pouch occupy the 7th place in the list of the most desired men’s products. While this accessory may not seem directly related to the pandemic, think again: these boots with an attached mini-purse reflect the popular survivalist aesthetics during this year. Not only for the cute little bag to store a small bottle of hand sanitizer, for example, but also for the thick sole that characterizes them, reflecting the emerging trend of “anti-contamination yet chic” boots.

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