Saint Laurent tops Lyst as brand heat builds despite Q3 revenue dip

Bottom Line Impact

Elevated brand heat should lift near term revenue velocity and gross margin via mix and pricing, strengthen market positioning versus key rivals, and deepen brand equity if scarcity and newness are balanced effectively.

Key Facts

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  • Lyst ranking number 1 in Q3 2025, surpassing Miu Miu for the first time
  • Q3 2025 revenue 620m euros, down 7 percent year over year
  • Ready to wear and footwear delivered double digit year over year growth in Q3 2025
  • Spring 2026 show held in Paris on 29 Sep 2025 with high profile front row fueling online buzz
  • Search demand on Lyst was led by loafers, micro bags, and boots

Executive Summary

Saint Laurent reached number 1 on Lyst for the first time, signaling strong brand heat even as Q3 2025 revenue fell 7 percent to 620m euros. Surging searches in loafers, micro bags, and boots plus runway buzz suggest near term demand upside and a mix shift to higher margin hero SKUs, providing a lever for Kering stabilization.

Actionable Insights

Immediate Actions (Next 30-90 days)
Shift 10 to 15 percent of Holiday and Lunar New Year open to buy into hero loafers, boots, and micro bags with a chase plan for 4 to 6 week replenishment on carryovers
Rationale: Concentrates inventory into proven demand spikes while limiting markdown risk via short cycle reorders
Role affected:Chief Merchandising Officer
Urgency level:immediate
Redirect 20 to 30 percent of digital budget to non branded search and PLA around loafers and micro bags and deploy limited color drops tied to celebrity moments over the next 8 weeks
Rationale: Captures incremental high intent traffic and converts social buzz into DTC revenue at full price
Role affected:CMO
Urgency level:immediate
Short-term Actions (6-12 months)
Protect gross margin by raising prices 2 to 3 percent on top 10 hero SKUs in Q1 while shifting 5 to 10 percent of footwear volume from wholesale to DTC
Rationale: Brand heat improves pricing power and channel mix lifting gross margin by an estimated 80 to 150 bps
Role affected:CFO
Urgency level:short-term
Secure priority capacity with two nearshore leather partners and pre book critical components to cut lead times by 2 to 3 weeks
Rationale: Faster replenishment preserves full price sell through during demand spike and reduces stockouts
Role affected:Chief Supply Chain Officer
Urgency level:short-term

Risks & Opportunities

Primary Risks
  • Demand spike proves transitory leading to overstock and markdowns in Q1
  • Competitor fast response erodes differentiation in loafers and micro bags
  • Macro softness in China and the US dampens conversion despite high search interest
Primary Opportunities
  • Mix shift to footwear and micro leather goods improves gross margin and cash conversion
  • CRM growth via waitlists and back in stock alerts increases repeat purchase probability
  • Pricing power on hero SKUs with low elasticity supports margin expansion

Supporting Details

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