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Levi’s got Cowboy Carter’ed in the best way possible.
Beyoncé’s hit album — specifically its “Levii’s Jeans” single featuring Post Malone — has set off a stampede of shoppers at Levi’s stores, according to data from Pass_by.
The firm, which uses artificial intelligence to help businesses predict real-world movements, clocked a spike in foot traffic of 19.9 percent at the denim company’s brick-and-mortar stores across the U.S., compared to its Easter week average over the previous three years.
“Amidst a digital shopping era, the tangible experiences offered by physical stores, when amplified by cultural icons like Beyoncé, become not just relevant but vital,” said James Ewen, vice president of marketing at Pass_by.
It couldn’t have come at a better time for the San Francisco-based jeans giant, which took a big hit from restructuring charges in the first quarter, but is making headway in its pivot to a more direct-to-consumer positioning under chief executive officer Michelle Gass.
According to Ewen, “The tangible experiences offered by physical stores, when amplified by cultural icons like Beyoncé, become not just relevant but vital. This isn’t just a spike in foot traffic; it’s a cultural movement, underscoring the symbiotic relationship between celebrity influence and retail dynamism.”
When asked about the song, Gass told Wall Street analysts on a conference call last week: “Denim is having a moment and the Levi’s brand is having a powerful moment around the world. I mean, you see head-to-toe denim everywhere around the world, Western is really trending and Western trending in fashion and in music. We place a lot of emphasis and investment in making sure that Levi’s brand remains in the center of culture. And 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.”
Source: WWD
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