US sporting goods giant Nike has again secured the only sportswear spot in a new quarterly ranking of the footwear and apparel industry’s most popular brands and products.
Nike climbed five places from last quarter to take fourth position in the Lyst Index Q3 2018, beating off competition from Italian luxury fashion houses Prada and Versace which took fifth and sixth place respectively.
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The quarter marked the release of Nike’s Just Do It ad starring Colin Kaepernick, inciting Twitter commentary from President Trump, and the threat of a #JustBurnIt backlash. The firm was mentioned in digital and offline media more than 10m times in the 24 hours that followed, and while some analysts initially pointed out a slump in share prices, others predicted sales would rise.
According to the Lyst Index data, Nike’s internet melting campaign paid off – total search traffic to Nike related pages grew by 13% quarter on quarter,with four out of the 20 hottest products this quarter being Nike.
To compile the results, global fashion search platform Lyst analyses the online shopping behaviour of more than 5m shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.
For the first time, the report also now factors in rich social media metrics, taking into account brand follower growth and multi-platform mentions of products, brands and related keywords, plus sentiment analysis.
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By GlobalDataThe remaining seven places on the quarter’s top ten were all taken by luxury fashion houses, with the cult streetwear label Off-White surpassing Gucci and Balenciaga at the top of the table for the first time, knocking the Kering-owned labels to second and third place respectively.
Meanwhile, Yeezy, Vetements, Fendi, and Valentino took seventh to tenth place respectively.
