The Lyst Index, a quarterly ranking of the world’s most popular fashion brands and products, has announced that Miu Miu, an Italian high fashion women’s clothing and accessory brand, has taken the top spot for the third quarter of 2023. This marks the first time that Miu Miu, a subsidiary of Prada, has achieved this position.
The index is based on a variety of factors including sales, conversion rates, Google search data, social media mentions, and engagement statistics worldwide over a three-month period. Brands can also compete for better spots in Lyst’s feed based on the commission they’re willing to pay on specific products or categories.
Miu Miu’s rise to the top spot on the Lyst Index is a significant achievement, especially considering the brand’s competition. For instance, Nike had been ranked as the most valuable clothing brand in the world from 2021 to 2023, with its brand value in 2023 being approximately five billion U.S. dollars more than the second-placed Louis Vuitton.
Miu Miu, known for its less complicated and more spontaneous designs compared to Prada, has been described as immediate and naive. The brand’s success can be attributed to its ability to resonate with consumers through its unique design expressions and playful approach to fashion.
In its 30th anniversary year, Miu Miu has managed to surpass its ‘big sister’ Prada’s brand heat, thanks to global demand for its hero products including ballet flats and the Arcadie bag. This achievement underscores the brand’s growing popularity and influence in the global fashion industry.