The "Beyoncé Effect" ignites Levi's popularity with the release of the "Cowboy Carter" album.

The influence of the "culture shaper" presents a lucrative opportunity for the jeans brand, but analysts caution that this effect may be temporary.

The double denim look, often humorously dubbed the "Canadian tuxedo," has historically evoked mixed reactions, viewed by some as a fashion faux pas while others see it as a quintessential cowboy style. Beyoncé is decidedly embracing the latter interpretation. Joining her in this fashion frontier are fellow artists like Lil Nas X, Lizzo, and Harry Styles, all of whom have dabbled in cowboy aesthetics. Even Pharrell Williams recently showcased a western-themed collection for Louis Vuitton, while on TikTok, "cowboy-core" has emerged as a popular aesthetic trend.

Levi Strauss has wholeheartedly embraced this nod from the megastar, even temporarily rebranding their Instagram handle to "Levii's" in homage. During a recent conference call, CEO Michelle Gass underscored the brand's central position within culture. "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," she remarked, highlighting the profound impact of Beyoncé's endorsement on the brand's cultural relevance.

Beyoncé's lyrical ode to denim in "Levii's Jeans," a standout track from her latest album "Cowboy Carter," seems to have struck a chord with fans. Following the album's release, Levi Strauss & Co noted a significant 20% surge in foot traffic at their US stores, accompanied by a parallel 20% increase in their share price. Across the pond, UK retailer John Lewis reported a staggering 263% spike in searches for "women's Levi's jeans" since the album announcement.

Beyoncé's personal endorsement of denim-on-denim fashion isn't lost on her followers either. A recent Instagram post featuring the singer sporting a denim shirt, jeans, and bag garnered attention. According to the Instagram account @databutmakeitfashion, which tracks consumer behavior in fashion, mentions of double denim surged by 14% on social media following the release of "Cowboy Carter."

Both Beyoncé and Levi's hold esteemed positions as American classics. Sheena Butler-Young, a senior correspondent at the Business of Fashion, notes that Levi's, being the epitome of Americana, aligns seamlessly with Beyoncé's references. "It ... has just the right mix of classic and affordable – but not cheap," she remarks, emphasizing the brand's enduring appeal and quality.

Natalie Dickson, head of women’s luxury brand partnerships at Flannels, a retailer Beyoncé collaborated with on her 2023 'Renaissance' tour, acknowledges Beyoncé's exceptional ability to shape trends through her work. "Brands can really capitalize on riding the wave of Beyoncé’s influence – as we’re seeing with Levi’s at the moment," Dickson adds, highlighting the strategic advantage for brands to align themselves with Beyoncé's powerful influence.

In "Summer Renaissance," the closing track on her 2022 album "Renaissance," Beyoncé made a statement about handbags, singing, "This Telfar bag imported. Birkins? Them shit’s in storage." The impact was immediate; Vogue Business reported an 85% surge in searches for Telfar on the resale site The RealReal on the day the album dropped.

However, Sheena Butler-Young warns that the Beyoncé effect may not be everlasting for Levi's. To sustain revenue success, she emphasizes the need to engage and attract younger shoppers through innovative marketing and product offerings. While Beyoncé's endorsement undoubtedly helps, Levi's must broaden its appeal beyond its traditional staple. As Butler-Young puts it, "Beyoncé, in many ways, placed the proverbial ball in their court; it’s up to Levi’s to execute."

Source: theguardian‍