Fendi's dramatic rise in the rankings of Lyst's quarterly 'Hottest Brand Index' says an awful lot about the power of influencers, which is refusing to dwindle. The index –which takes into account global Google and Lyst search data, engagement statistics, conversion rates and sales worldwide over a three-month period – today revealed that Fendi has risen from 17th to 8th place.
"Tapping into the logo-mania craze, Fendi has reinvented its FF 'Zucca' monogram for the Instagram generation, who are shopping both pre-owned and new designs," Lyst explained as the reason for Fendi's rise.
The brand's decision to bring back its retro print was down to its rising popularity on vintage sites and seeing it displayed on influencers via Instagram. After recreating the print for autumn/winter 2018, the brand channelled the power of influencers once more, tapping into the Kardashians, Jenners and Hadids through campaigns, street style and social media.
From North West's first high-fashion campaign to ultimate influencer Kylie Jenner matching her top-to-toe Fendi-print look with a pram for newborn Stormi, it is hardly a surprise that the brand has seen such a resurgence with consumers.
A similar point can be made about the revival of Dior's vintage 'Saddle' bag – which is now available to buy again, 19 years after it made its debut under John Galliano. The label decided to bring the style back after a number of influencers snapped up vintage versions of the tote, which led to consumers flocking to them on sites like Vestiaire Collective. It made perfect sense for Dior to respond to this demand and start selling the style once again.
The latest Lyst Index also demonstrates that a similar thing has happened with Prada and its '90s nylon bag. After seeing increased demand for the vintage accessory thanks to influencers (including, once again, those Kardashians), the brand brought the style back and even asked leading creatives to reinvent some black nylon items for their latest menswear collection. This helped bring Prada into the top 10 of Lyst's ranking of the world's hottest brands.
What all of this proves is that consumers are being influenced by what they see on Instagram and, in turn, brands are listening and responding. It reiterates once again that the power of the influencer is going nowhere fast. In fact, it might just be stronger than ever.
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