The most searched products and brands during quarantine For the first time in three quarters, Off-White slips to second place

2020 was a turning point for the fashion world – a year in which brands faced an unprecedented crisis due mainly to the forced stop of the manufacturing and retail sectors, but also to the radical change in the buying habits of consumers who spent seven months and more locked inside the house, could not travel and were forced to conduct all their purchases online. All of these changes were reflected in the online searches analyzed in the last report by Lyst, the leading search engine in the field of fashion, brands and the most searched products in the second quarter of 2020. Some familiar elements have remained unchanged in the past, such as the strong holding of brands such as Off-White Gucci, Balenciaga, Prada and Saint Laurent, but they have been undermined by Nike as the most desired brand in the world. Nike's record, an absolute novelty for the industry, is just one of the results that occurred following the pandemic and lockdown that significantly changed the luxury fashion scenario. 

A phenomenon that came to light during the lockdown, then, is screen inspired shopping: the large number of video calls on Zoom or Google Teams and the closure of the barbers pushed by 49% searches for baseball caps that contained the hair too grown. The most sought-after product of the category is Gucci's baseball cap, which takes fourth place. Other screens that have influenced the search are the sale of products online have been those of streaming and television: after the success of The Last Dance on Netflix Nike Air Jordan saw a 36% increase in searches while the TV series Normal People popularized the men's chain necklaces – a trend already growing with a 75% increase in online searches for men's jewelry that instead, on an annual basis, translates into a 150% increase, with Gucci, Bottega Veneta and Off-White as the reference brands.

Searches for women's products, on the other hand, have been influenced by Tik Tok: after being worn by Rosie Huntington-Whiteley and Camille Charrière, Cult Gaia Serita's dress saw research on its behalf increase by 236% in the period of June alone, also driving a 22% increase in searches for the brand. A surprise is the arrival of H&M's puffed-sleeved dress in the ranking of the most popular women's products of the moment: part of a sustainable collection and strong of a price point of only 19.99th the dress has become the ninth most sought after product by women, running out in a few days and applying as a possible it-dress of the summer.