Case Studies

Miu Miu Tops the Lyst Index, Eclipsing LOEWE, Prada

By
Amaya Blake
December 20, 2023
From left, Zaya Wade, Sydney Sweeney and Emma Chamberlain at the Miu Miu Spring Summer 2024
Miu Miu's ascension as one of the hottest brands of 2023 is attributed to a combination of strategic marketing, influential celebrity endorsements, and bold fashion choices that resonated with contemporary trends...

2023 marked the year where Miu Miu firmly established itself as a leader. Celebrating its 30th anniversary, Miu Miu transcended expectations, seamlessly blending contemporary trends with its unique aesthetic. This year, the brand not only captured the essence of modern fashion but also resonated deeply with a generation keen on redefining style norms.

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Lyst Index Recognition

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Miu Miu secured the top position in the Lyst Index's quarterly ranking, surpassing other notable brands like LOEWE, Prada, and Bottega Veneta. This accomplishment is significant as the Lyst Index is a respected industry benchmark, and being named the world's hottest brand, especially during its 30th anniversary, underlines the brand's growing influence and appeal in 2023​​.

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Search Engine Popularity and Viral Moments

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Photo: Isidore Montag / Gorunway.com

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The brand witnessed a substantial increase in online searches, growing by 39% year-on-year. This surge is attributed to various factors including viral products, celebrity-packed runway moments, hyped collaborations, and compelling campaigns. Particularly noteworthy is the impact of their runway show during Paris Fashion Week and the buzz created by celebrities wearing their designs at high-profile events. For instance, Emma Corrin's appearance in Miu Miu's gold sequin-filled knickers resulted in a 257% increase in brand searches within 24 hours​​​​​​.

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Celebrity Influence and Endorsements

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miu miu

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Miu Miu's strategic use of celebrity endorsements played a pivotal role in its popularity. Stars like Kendall Jenner, Olivia Rodrigo, and Emma Corrin were instrumental in kick-starting the brand's successful year, especially with their appearances in brand campaigns and at major events like the Grammys​​.

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Fashion Trends and Product Innovation

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miu miu

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Miu Miu tapped into the Gen-Z fascination with Y2K fashion, reviving trends like micro mini skirts and ballet flats. The brand's approach to fashion, which included innovative designs like pants or skirts styled with underwear peeking out, resonated with contemporary tastes. Their satin ballet flats, priced at Β£700, became so popular that they inspired numerous imitations​​​​.

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Media Coverage and Online Presence

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@miumiu Discover the new Miu Miu Eyewear collection. #MiuMiuEyewear ♬ original sound - Miu Miu

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Miu Miu's online presence, notably on TikTok, was another contributing factor to its popularity. The brand accumulated a staggering 223 million TikTok total views, indicating a strong connection with the younger demographic and an effective online marketing strategy​​.

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