The brand posted a drawing reminiscent of Beyoncé’s “Cowboy Carter” album cover on Instagram this morning, with the caption “A New Chapter.”
Earlier this year Beyoncé released a hit single called “Levii’s Jeans” with Post Malone.
Levi’s were quick to respond to the song title by changing their Instagram name to “Leviis”, to honour the single which generated a lot of organic buzz and engagement.
James Ewen, Vice President of Marketing at Pass_by commented on the Beyoncé effect stating: “The release of this single coincided with a notable 19.87% increase in visits to Levi’s stores”.
He further added “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.”
