Nike recently climbed two places to become the hottest brand
in the world in The Lyst Index. Itís the first time since
the index began that a luxury fashion brand has not taken
the top spot. Nike was propelled by a 106 per cent increase
in demand for loungewear and activewear, as consumers sought
comfortable clothes for home, exercise and outdoor
A series of powerful earned and owned brand moments boosted
the brand throughout the quarter, Lyst said on its website.
These include twisting of its famous slogan to ĎDonít Do Ití
to promote its anti-racism message.
The success of Nike in The Lyst Index also reflects the way
coronavirus is resetting shopping patterns and habits, and
accelerating the shift towards digital commerce, the company
Although the firm reported a revenue hit from shuttering
bricks-and-mortar stores and shipping fewer products to
wholesalers, its strong commitment to digital proves the
tide is turning, the London-based fashion company observed.
Nike had previously announced it intended to reach 30 per
cent digital sales by 2023, but having already reached that
milestone this year, the firm has set a new target of 50 per
cent digital sales in the near future.
Off-White remains high in second position, despite having
slipped from the top spot after three successive quarters
there, while Balmain re-enters The Lyst Index hottest brands
ranking having risen six places.