One quick scroll through Instagram and/or TikTok can give you an overwhelmingly good look at the hottest brands, trends, and products at any given time. Still, our algorithms feed us specific subsets of information or posts, and that’s where the Lyst Index comes in.
To really get an all-encompassing look at what’s trending with the metrics and data to prove it, we look to Lyst’s quarterly report, which takes into account sales data, Google searches, social media mentions, and brand and product callouts. Lyst’s Q4 report for 2024 just dropped, which confirms that the Miu Miu movement continues, as Miu Miu was the most-wanted brand of the last quarter of the year (the brand also took the number 1 spot in Q1 and Q3).
As other luxury brands continue to struggle amidst the great luxury slowdown of the 2020s, Miu Miu continues to thrive, with retail sales for the House up by a whopping 97% in the first 3 quarters of 2024. Its demand is largely driven by Gen Z, whose spending power continues to increase as the middle of the generation reaches the employment age.
The Coach Revival
Also led by Gen Z, Coach climbed a whopping 10 spots this quarter, hitting number 5 on Lyst’s Q4 hottest brands list. Its demand also rose 65% from Q3 alone and 332% year over year. Coach continues to emphasize a 360-marketing approach to connecting with Gen Z—and it’s working.
The brand’s Brooklyn Bag, seen above outside of NYFW and on Bella Hadid, was one of the year’s most unlikely It-bags. The bag was also the most-wanted product of the quarter, with its popularity steadily increasing since it first made waves last summer.
Unsurprisingly, searches for bag charms were up by 77% this quarter, and Coach’s cherry charms came in hot for their quirkiness and affordability. Coach’s Brooklyn Bag aside, no other luxury bags made the top ten last quarter as fashion fans continue to reevaluate their relationships with luxury labels. This has led to the discovery of more accessible brands like contemporary handbag brand DeMellier, which rose 119% in demand this quarter, remaining a brand to keep an eye on in 2025.
Love coach! Stuart continues to do great work for the brand!
One of the best things coach has done is Coachtopia. Using left over scraps of bag production to make other new bags. They usually end up at the outlet but I find the checkered non uniformity to be unique. A generation focused on thrifting and living within their means appreciates such things and I for one support them for it.