Gucci or Balenciaga: Which Was the Hottest Fashion Brand in 2017"
LONDON, United Kingdom ? Gucci and Balenciaga dominated the fashion conversation in 2017, both amongst consumers and industry insiders. But which of the two Kering-owned fashion houses generated the most heat overall"
After analysing data from over 70 million consumers, BoF can reveal that while Balenciaga scored big in the second half of 2017, Gucci triumphed overall, taking the top spot in the Lyst Index ?Hottest Brand? ranking for 2017. In fact, more people entered the search term ?Gucci? on Lyst over the course of the year than they did the generic terms ?shoes? and ?dresses.? Led by the power duo of creative director Alessandro Michele and chief executive Marco Bizzarri, the Italian behemoth consistently ranked in the top three brands every quarter of the year. But Balenciaga?s performance was still impressive. Search traffic to the brand helmed by designer Demna Gvasalia grew by 50 percent year over year, earning it the top place on Lyst?s ?Hottest Brand? Index in the third and fourth quarters. But it wasn?t enough to outpace Gucci overall.
So, what?s the secret to their success"
Merging design and merchandising
Much of the conversation regarding the success of Gucci and Balenciaga has focused on the talents of their creative directors, Alessandro Michele and Demna Gvasalia, respectively. Each has taken the strategy of using a strong and clearly identifiable design language that evolves gradually from season to season, instead of reinventing things and star...
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