Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.
In a way, Q4 of Brand Rank is the Reader’s Choice edition, due to the inclusion of our fall shopping survey data. The products you submitted as bought, wishlisted, or still-being-worn—which you can still see in full through the “spreadsheet” viewer we built—bolstered the scores of their respective brands. For the brand that tops the list this quarter, the impact of those contributions was massive. More on that below.
The fall shopping viewer itself was the most-clicked link of the entire quarter, but on the product end, a past-season Dries dress I wore to a wedding this summer was the leader in both clicks and orders by a lot. It’s no longer available on The RealReal (because…I bought it); I haven’t found it elsewhere, though believe me I’ve looked, and no, I won’t sell it, though I understand where those of you who’ve emailed me to ask are coming from. Here’s a recent-season alt that’s spiritually related.
Another top click performer was for Simple Rainbow, the women’s shoe pop-up I covered during Paris Men’s Week in June (people called it Repetto but cheaper); plus the If Only If nightgown I linked out, which Lena Dunham told me later she had pulled for Girls.
This Knoll desk chair was the top-clicked home product. These Lineage protein bars were the most-ordered High Touch item. The Aaron Levine x Zara collection was the top performing men’s link. Toteme’s was the most-shopped sale.
Top 11-20 recap: 11. Kallmeyer, 12. Chanel, 13. Alex Mill, 14. Ralph Lauren, 15. Tibi, 16. Emily Dawn Long, 17. Phoebe Philo, 18. Zara, 19. Eckhaus Latta, 20. Gucci
1. The Row
The Row’s score this season literally broke the graphics tool we use for Brand Rank, which was previously unable to accommodate a score of 99—last season, The Row held a score of 30, and even the first place-holder, Toteme, topped out at 37. It’s the highest score Brand Rank has ever seen, beating out 87.71, for COS at #1 in the May 2024 edition.
The Caden loafers (an in-house favorite, too) were among the top-cited products in the chat data, with the Eel loafers and “loafers” generally including the Mario and Lucca moccs also high up. Liisa shoes are the next most-ID’ed footwear. Pants are hugely in demand: the Galas and jeans, overall, plus Thildes, Selvies, and taffeta pants. There was no single standout bag style, interestingly, with the Astra, Peggy, Park, Parker, Dalia, and Marlo, among others, each earning mentions.
The order data showed clearer intent; the canvas Marlo 17 (here’s the updated version) drove the most transactions, and an on-sale dress at Moda came second. Most clicks goes to these cotton, cashmere, and silk balloon pants.
Key products: Caden Loafers, $1,350 / Liisa Pumps, $1,050 / Gala Pants, $1,090 / Canvas Marlo Tote, $3,500
2. Dries Van Noten
Dries has been on an astronomical rise over the last few months. Brands seemed to remake themselves in its image as our cream and minimalist fatigue rediscovered texture, pattern, adornment. But Julian Klausner’s custodianship of Van Noten’s legacy was already there. It was the most-ordered brand largely on the back of this past-season, sold-out-everywhere dress (try this one instead?), but its new collection—the all-black snakeskin sneakers and the quilted puffer scarf from my wishlist—drew in a lot of clicks, too.
Key products: Patchwork quilted scarf, $1,285 / Snake-effect leather sneakers, $955 / Floral-jacquard knot-detail satin midi dress, $1,595
3. Jamie Haller
The eponymous LA-based designer makes it on this list with a total score that shows translated engagement-to-purchases growth. This is proof that their prominent email strategy (called 1st Dibs, naturally) works with turnover. Over the past three months there have been a lot of new drops via this communication style—like the grandpa-swag edit inspired by JH’s late grandfather Julius and the high vamp ballet flat—that sell out in the blink of an eye. Jamie holds the title of most-clicked brand overall this season.
Key products: Unlined Penny Loafer in Smoke, $640 / Triple Pleat Trouser in Houndstooth, $650 / High Vamp Ballet in Black, $526
4. Toteme
Toteme has become shorthand for good taste and is a consistent topic of discussion (as well as a frequent recommendation) in the Magasin chat. The brand launched its first men’s collection in August, so now the guys can get in on the minimal-luxe goods, too. Aside from classic items like leather jackets, shirting, and knits, heritage pieces from the womenswear line—the robe coat and scarf peacoat in particular—are well suited for menswear proportions.
Key products: Scarf naplack slingbacks, $940 / Crepe turtleneck top, $780 / Mercer leather tote, $2,390
5. Tory Burch
Tory Burch is holding steady among the top-tier American fashion brands, and consistently gives us plenty of novelty to discuss in our bi-weekly sends. It mixes classic (if not conservative) brand codes with funkier, on-trend pieces to appeal to a wide spectrum of customers across generations. In regards to the latter, her runway shows—the most recent of which just walked a few weeks ago—double as entertainment, with a wide array of TikTok commentators on hand to spread the Tory gospel to the next generation.
Key products: Lock smoking slipper, $325 / Embellished linen tunic, $1,095 / Buddy corduroy pant, $695
6. J.Crew
J.Crew is relentless when it comes to megasized marketing blitzes around new riffs on nostalgic items, and it seems to be working in their favor. This August saw the release of the Tiny Rollneck sweater, complete with a campaign starring Gen Z phenom Emma Chamberlain, which was met with mixed reviews. More recently, they collaborated with another brand on this list, Eckhaus Latta, on a killer back-to-school collection, and rolled out a campaign for The Barn Jacket featuring 160 (!) people of influence. That’s one way to command the attention economy.
Key products: Women’s 1986 barn jacket, $248-298 / Eckhaus Latta x J.Crew double-waisted chino pant, $198 / Oversized cashmere crewneck sweater, $198
7. Prada
Past Prada appearances on Brand Rank have skewed heavily resale. This quarter, The RealReal activity and direct selling via the chat both contribute to the brand’s score, but its new-in has grown into a big factor, too; these organza Bermudas were, naturally, of interest, and we are all paying attention to the antiqued leather pumps with hiking laces. After the latest runway, everybody is on skirt watch.
Key products: Organdy Bermudas, $1,590 / Antiqued leather pumps, $1,650
8. Gap
Gap is still going strong as the standout amid the mall brand renaissance. It’s taking great effort to access the cultural zeitgeist, building momentum with the Hailey Bieber 1996 jeans collaboration that swiftly sold out in July. In the time since, Gap has debuted handbags designed by Reed Krakoff, dropped collabs with both Malbon Golf and A.P.C., reissued its ‘90s hit line of perfume, and had another viral musical campaign, starring Malcom Todd and Inde Navarette (plus a controversial cover of Robyn’s “Dancing on my Own”).
Key products: Gap x A.P.C. low-rise ‘90s loose jeans $118 / Organic cotton raglan t-shirt $39 / Large canvas five pocket tote $148
9. COS
There’s been a lot of conversation in the chat about the brand’s basics (like the merino wool half-zip) being perfect travel-wear, as well as talk about how the COS pima cotton serves as a more affordable alternative to higher priced shirting from, say, a Comme Si. Overall, the brand is revealing itself to be even more of a go-to than it has been in the past.
Key products: Cashmere mock-neck sweater, $329 / Dropped-waist contrast panel dress, $129 / Fluid mock-neck cotton blouse, $139
10. Khaite
Khaite has gone from a brand that we consume through actual purchases, to a brand we consume through engagement; the chat and posts scores are the same, with most of the chat mentions coming from people lusting after investment pieces like the Sybil boot. This past Khaite show highlighted the brand’s pivot to what looked like a kookier, more maximal artisanship than the kind of minimal fare we’ve come to identify them by, and this quarter’s lower score suggests that perhaps the brand is trying out a new creative strategy to convert conversation into sales. Cue the access conversation from this past NYFW.
Key products: Valerie low pump, $990 / Manston coat, $4,800 / Ryden pant, $1,980
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With contributions from Maya Kotomori and Alyssa Vingan.
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