Beyoncé Sparks Levi’s and Western Boot Sales Surge with “Act II: Cowboy Carter”
The Queen of Music, Beyoncé, is proving her star power extends beyond the stage, driving a significant boost in sales for Levi’s and Western-style boots with her latest country album, “Act II: Cowboy Carter.”
Released on March 29, the album features the track “Levii’s Jeans,” a collaboration with rapper Post Malone, showcasing Beyoncé’s affinity for denim fashion. A recent Instagram post depicting Beyoncé adorned in denim further fueled the frenzy, propelling fans to flock to Levi’s for denim jeans, jackets, and Western attire.
Data from Pass_by reveals a notable 20% surge in visits to Levi’s stores during Easter week, attributed to Beyoncé’s album release. While Levi’s did not disclose specific sales figures, the brand capitalized on the heightened attention by temporarily rebranding its Instagram handle to “Levii’s” in acknowledgement of the song.
Levi’s CEO Michelle Gass acknowledged the brand’s cultural resonance, citing Beyoncé’s endorsement as a significant testament to Levi’s global appeal. The album’s Western-themed tracks, including “Texas Hold ‘Em” and “16 Carriages,” also catalyzed a 24% increase in Western boot sales upon release, according to Circana data. The surge continued with a 45% spike the following week as “Texas Hold ‘Em” climbed to the top of Billboard’s Hot 100 chart.
Analysts anticipate a resurgence in Western style influenced by pop culture, with Beyoncé and Taylor Swift’s embrace of cowboy aesthetics driving consumer interest. Beyoncé’s impact extends beyond fashion, as her tours have historically driven economic activity for brands and local economies. Notably, her “Renaissance” tour prompted a surge in Etsy searches for disco hats and silver attire, while also fueling price hikes in Stockholm’s hospitality sector.
Beyoncé’s historic achievement as the first Black woman to top the Top Country Albums chart underscores her enduring influence in music and culture. With “Act II: Cowboy Carter” reigning atop the Billboard 200 Albums chart, Beyoncé’s legacy as a cultural icon and economic catalyst remains unparalleled.
