Over the past few months, the internet has been ablaze with a growing denim trend that has caused a subsequent rise in denim sales around the world.
This Western clothing craze has significantly impacted the sales of denim clothing, and Levi Strauss & Co. could not be happier.
Levi Strauss Company
Levi Strauss & Co. is one of the biggest fashion apparel companies in the world. It is a global leader in jeans and has almost 500 companies stationed in different parts of the world.
What’s more, their reputable products are sold in over 100 countries around the world, making them one of the most popular clothing brands ever. People who shop for jeans trust the brand known for its quality items.
An Increase in Demand
Due to several social media trends, Pinterest boards, and 90s throwback inspirations, there has been a notable increase in the demand for denim outfits this year. The internet is famous for bringing back several trends for short or long periods, which seems to be the case with the denim trend.
Therefore, the sales of denim jackets, dresses, pants, skirts, and even bags have skyrocketed since the beginning of 2024.
Beyoncé’s Levii’s Jeans Song
Another reason for the drastic rise in sales can be attributed to the Queen Bee herself, Beyoncé. On her record-breaking “Cowboy Carter” album, Beyoncé’s 17th track is titled “LEVII’S JEANS.”
The buzzing track features Post Malone and has a catchy lyric that goes “denim on denim, on denim, on denim,” which quickly became a reason for people to dress up in all denim outfits online. “Oh, you wish you were my Levi’s jeans,” she sang, and denim lovers took this as their cue to shop the brand!
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Beyoncé’s Impact
Beyoncé’s song has undoubtedly encouraged more people to go back to their denim-loving days, and they are proud of it. On TikTok and many other social media platforms, people are dressing in full denim outfits to vibe with the song and show off their own versions of “denim on denim, on denim, on denim.”
The Queen Bee herself has also been seen rocking full denim outfits several times for promotional content for her album.
Levi Strauss Executives Are Ecstatic
Thanks to the great sales boom, the executives at Levi Strauss are beyond happy. They have been in the business for over 171 years, and their records show that the demand they are getting right now is at a record high.
The company’s CEO, Michelle Gass, also confirmed this to analysts, saying, “The growing popularity of Western wear is at an all-time high.” Therefore, they are pleased with the surge in sales currently seen for Western wear.
The Items in the Highest Demand
Thanks to Beyoncé’s “Cowboy Carter” aesthetic, jeans, boots, and cowboy hats are once again in season. However, people are more inclined to buy these items if they are denim. This is because denim matches the album’s general vibe and the album track “LEVII’S JEANS.”
In addition, jean dresses, bags, tops, and skirts are also making a huge comeback this year. Everyone is wearing them regardless of the season!
A Surge in Sales of Western Wear
Denim clothing is the only fashion item seeing a huge surge this year. Western wear has seen a general increase in sales for several months now. However, Beyoncé is not the only major star contributing to this trend.
Taylor Swift has been on her record-breaking tour and is also responsible for the surge in sales of Western wear. Rap Queen Nicki Minaj has also been on a sold-out world tour, performing in pink cowboy hats, thereby causing a surge in the sales of hats as well.
A Global Trend
Moreover, the trend is global, as it can be seen in different places worldwide. According to Gass, denim is having a great moment in fashion culture this year, but Western wear is trending far more globally.
Gass became the CEO of Levi Strauss earlier this year after she was the CEO at Kohl’s, the multipurpose store with over 1,100 stores in the U.S. Therefore, she is experienced and well-aware of fashion trends.
Sales Doubled in the Last Quarter
The 55-year-old CEO also shared some information about the company’s recent surge in sales. According to Gass, denim sales have doubled in the company’s latest quarter report, and this is not limited to its popular “501” jeans alone.
It includes other items such as denim jumpsuits, dresses, skirts, bags, and much more. Therefore, Levi’s has developed a great strategy that would help boost its sales even more.
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The New Strategy
While speaking on the CNBC show “Mad Money,” Gass said, “Our new focus is, yes, continuing to own jeans, but taking that denim top to bottom.” According to her, items like denim dresses, shirts, and skirts were usually in low demand until the recent spike in sales. The same goes for Western wear, which is also increasing in sales.
Therefore, the company is now focusing on producing and distributing these items to maximize sales.
Women Are Boosting the Trend
According to Gass, the jump in sales is mainly due to women. They follow the trend more than the other genders and are the major reason these fashion items are back in style. Therefore, the CEO said they are “sharpening their women’s business strategy, and it’s working.”
Now, these sales sections are “exploding,” they are excited to continue producing western wear that people will continue to love.
A Possible Decline
While Western clothing items are making waves at the moment, Wall Street experts are not so impressed. They believe that this could be temporary and predict a decline in the next quarter of the year.
However, the company’s shares have recently increased from an 11-cent average estimate to 16 cents per share. Therefore, it is clear that what they are doing right now is working. Will they keep this up, or will the sales drop significantly again?
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