Beyoncé’s song shoutout to Levi’s is a marketing dream come true for a brand that has been outspoken about connecting with consumers on a cultural level—or as one analyst said, an “amazing organic marketing windfall.” But now it’s up to the San Francisco-based clothier to continue the momentum after enjoying widespread attention from the recently released “Levii’s Jeans” song on Beyoncé’s “Cowboy Carter” album. The title fits nicely into Levi’s renewed attempt to be part of today’s cultural zeitgeist.
“The notion that the brand is called out singularly is a good endorsement from Beyoncé, who is a cultural authority, and it serves as a reminder of Levi’s timeless relevance,” said Jim Duffy, a retail analyst at Stifel. He added that “Levii’s Jeans” lyrics, which include “denim on denim,” “give you high fashion in a simple white tee,” could serve as a styling directive, particularly for Levi’s women’s business.
“It’s an organic moment so they should let it be as such and not necessarily overplay it, but try to meet that moment with merchandising that helps consumers represent the brand as Beyoncé has articulated it,” Duffy said.
Levi's updated the spelling of its name on Instagram and TikTok to “Levii’s” on March 29, shortly after the Beyoncé-Post Malone duet was made public. The brand wrote “FKA [Formerly known as] Levi’s” in its Instagram bio, where it also added a bee emoji to tap into the singer’s Beyhive following. The altered spelling is part of the album’s use of the double “i” as a nod to “Cowboy Carter” representing Act II in Beyoncé’s Renaissance series.
A Levi’s spokeswoman said there are no current plans for any collaborations with the singer.
Levi’s Chief Marketing Officer Kenny Mitchell said the brand was “honored” to be included. “It was something that happened organically and it’s a testament to the brand’s enduring relevance,” he said. “As a team focused on moving at the speed of culture, we moved quickly to pay tribute to the shout-out and foster conversation through our social handles.”
Sales rise
The song debut coincided with recent first-quarter sales results from brand parent Levi Strauss & Co., which topped analyst expectations, a coincidence that could have helped fuel a 20% rise in the retailer’s stock price late last week.
On April 3, the company reported net revenue of $1.6 billion, an 8% decline from the year-earlier period, along with a loss of $11 million. Yet the company saw growth in its direct-to-consumer segment, which now represents about half of revenue, as it continues to move away from department store reliance. On a conference call with analysts, Levi’s executives called out “continued acceleration” in its women’s business, where the brand sees further growth opportunities.
“Denim is having a moment and the Levi’s brand is having a powerful moment around the world,” Levi’s recently appointed CEO and President Michelle Gass said on the call, noting Western styles as trending in fashion and music. “One of the things that really is significant about the Levi’s brand and we place a lot of emphasis and investment is 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 Beyonce, who is a culture shaper, to actually name a song after us.”
Duffy said that the Beyoncé connection could help Levi’s with its women’s business as the brand looks to more opportunities beyond bottoms.
“They want to represent themselves as a denim lifestyle brand, not just a denim items brand,” he said. “Certainly this Beyoncé windfall is going to help with that.” He noted similar bumps for brands from other singers, including Nelly’s “Air Force Ones” song in 2002, and Run DMC’s “My Adidas” from 1986. “All of it raises the profile of a brand and enhances its cultural authority,” Duffy added.
“Levii’s Jeans” dropped days after Levi’s released its first major marketing campaign under Mitchell, who took over as CMO last year. That push is also song-related. It included a call to action for customers to submit dance videos for a chance to be featured in a new music video from music producer and rapper Kaytranada.
