Western clothes craze means gross sales of Levi’s denim skirts have doubled

In a lyric on her newest album, Beyoncé sings “denim on denim, on denim, on denim.”

Levi Strauss customers are taking that recommendation to coronary heart. Levi Strauss executives are ecstatic.

Western put on is booming as shoppers go for top-to-bottom denim seems to be, the long-lasting, 171-year-old clothes maker mentioned on Wednesday. Because the fashion wins cultural favor, its recognition is juicing denim niches — like shirts, skirts and clothes — that fall exterior Levi’s widely-known blue jean choices.

“The rising recognition of Western put on is at an all-time excessive,” CEO Michelle Gass instructed analysts Wednesday evening after the California-based retailer’s newest earnings report for the quarter led to Might.

A Western renaissance has been gaining traction over the previous a number of months, sending trendy customers trying to find items like denims, boots and cowboy hats. Levi’s scored an enormous hit when its jean model was referenced in Beyoncé’s tune “Levii’s Denims,” launched earlier this 12 months.

Past Beyoncé’s chart-topping “Cowboy Carter” album, the elevated ubiquity of Western fashion has additionally been tied to a style line unveiled by Louis Vuitton earlier this 12 months and Taylor Swift’s ongoing Eras Tour.

Gass, who took over as Levi Strauss CEO earlier this 12 months after beforehand serving because the CEO at Kohl’s, has touted that denim is having a second within the common creativeness, with Western put on trending extra broadly all through the tradition.

Extra particular knowledge shared on the corporate’s earnings name Wednesday confirmed how Levi Strauss is making the most of demand for denim past its common “501” denims. Gross sales of denim skirts, jumpsuits and clothes all a minimum of doubled within the newest quarter, Gass mentioned. Western shirts gross sales are additionally up considerably, she mentioned, particularly on the ladies’s aspect.

Levi is locate success in what the 55-year-old chief govt described as a brand new technique of attempting to decorate prospects denim — from head-to-toe.

“Our new focus is, sure, persevering with to personal denims, however taking that denim high to backside,” Gass mentioned on CNBC’s “Mad Cash” late Wednesday. Whereas noting that the denim skirt and gown classes have not been traditionally giant for the corporate, now “they’re exploding,” she mentioned.

To make sure, the well-documented denim craze alone is not essentially impressing Wall Road. Levi Strauss tumbled greater than 15% on Thursday in response to its newest numbers, its second worst day since going public in early 2019.

Levi Strauss posted $1.44 billion in income within the fiscal second quarter, barely lacking the $1.45 billion consensus forecast of analysts polled by LSEG regardless of the denim growth. The corporate’s finance chief instructed CNBC that the gross sales miss was pushed by unfavorable overseas alternate charges and weak point within the Dockers model.

Then again, Levi Strauss earned 16 cents per share, excluding objects, forward of the 11-cent common estimate by analysts.

Within the 12 months via Wednesday, shares had run up amid the thrill across the cotton-based cloth and the resurgence of Western clothes. Following Thursday’s drop, the inventory continues to be up greater than 18% on the 12 months. For comparability, shares of Kontoor Manufacturers, the father or mother of denim manufacturers Wrangler and Lee, have risen 5% 12 months thus far.

Wells Fargo analyst Ike Boruchow mentioned that for “one of the crowded longs within the area as we speak,” Levi’s second-quarter launch “was merely not ok.” In different phrases, the corporate missed what was an admittedly excessive bar, he mentioned.

Citigroup analyst Paul Lejuez, in the meantime, thought Levi’s most up-to-date quarter was good, however cited the wholesale enterprise’s efficiency and the potential for European gross sales to proceed struggling within the second half of the 12 months as grounds for concern.

Lejuez pointed to a number of tailwinds as grounds for optimism on the inventory. Two of his causes driving pleasure — new types and suits — are widespread for a clothes maker.

Lejuez’s remaining one was extra distinctive: Beyoncé.

— CNBC’s Gabrielle Fonrouge and Julie Coleman contributed to this report