Beyoncé Cowboy Carter tour drives UK surge in Western fashion searches says Debenhams Group
Beyoncé's Cowboy Carter tour — which arrived in London last week — has sparked a boom in Western-themed items, according to data from Debenhams Group, whose brands 'have seen a surge in demand' for such items from fans.
At PrettyLittleThing, searches for 'Cowboy jackets' surged 617% in May and Boohoo recorded a 166% increase in denim top sales last month.
At the company's Nasty Gal brand, 'sequins' topped search terms in the week leading up to the opening date.
Sales for Chocolate Calf-High Western Boots were also up 268% in the last month at PrettyLittleThing.
The company owns a vast range of brands (including Debenhams itself, plus Karen Millen and Boohoo Man) and also said that overall searches for cowboy hats (+85%) and boots (+53%) underlined the appeal of the theme.
The PrettyLittleThing youth brand also saw a 75% jump in accessory sales in the last month, with items like studded belts and fringe bags appealing to thousands of customers.
At urban fashion brand Nasty Gal, that sequin obsession saw the search term overtaking 'bikinis' and 'co-ords' as the top search in the pre-tour week, closely followed by 'western' and 'cowboy', which both saw a 40% increase in searches compared to the previous week.
Meanwhile, Boohoo womenswear saw an uplift in searches of 40% month-on-month for 'Jorts' and denim shorts 'as fans pay tribute to Beyoncé's hit' Levii's Jeans.
The brand saw suede jacket sales rising 271%, denim tops up 166% as mentioned, cowboy hats rising 58% and cowboy-themed T-shirt sales up 33%.
Dan Finley, CEO of Debenhams Group, said: 'Beyoncé's Cowboy Carter tour is proving to be a powerful cultural catalyst, reshaping style trends almost overnight. Customers are moving from inspiration to purchase faster than ever – trading typical staples for cowboy boots and denim as western fashion takes centre stage. It's a clear sign of how swiftly cultural movements translate into retail trends and why agility, relevance, and the ability to respond at speed are essential to modern retail.'
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