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Beyoncé Is Driving up Sales of Levi’s Jeans and Western-Style Boots
April 16, 2024
Beyoncé is giving the Levi’s brand a major boost with her recent country album.
Beyoncé’s popular album “Act II: Cowboy Carter,” which includes the track “Levii’s Jeans” featuring rapper Post Malone, contains lyrics such as “denim on denim on denim on denim.” A few days before releasing the album, she shared an Instagram post of herself in a pair of jeans with a denim shirt and a denim bag.
Following the album’s release on March 29, fans have been rapidly making their way to Levi’s to purchase denim jeans, denim jackets, and Western apparel.
Pass_by data, which tracks customer foot traffic at retail stores, shows a 20% rise in visits to Levi’s stores during Easter Sunday week compared to the average for Easter weeks over the last three years. However, Levi’s has not released specific sales data related to the impact of Beyoncé’s influence.
Levi’s has leveraged the buzz generated by Beyoncé mentioning the brand to benefit from this exposure. The company temporarily changed its Instagram handle to “Levii’s” to link the song.
Levi’s CEO Michelle Gass said on an earnings call with analysts this month, “Denim is having a moment and the Levi’s brand is having a powerful moment around the world. I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us.”
“Act II: Cowboy Carter” also increased sales of Western boots. The album featured Western-themed songs such as “Texas Hold ‘Em” and “16 Carriages.”
According to data from market research firm Circana, Western boots sales rose by 24% on the release week of the Beyoncé album. Sales shot up a further 45% the following week when “Texas Hold ‘Em” hit the top of Billboard’s Hot 100 chart.
An analyst at Circana wrote in a research message, “We can expect a resurgence in Western style this year as a result of the aesthetic playing a prominent role in pop culture — on the stage with Beyoncé and Taylor Swift.”
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