Singer’s western-inspired Cowboy Carter tour is reminder of pop culture’s sway over shopping behaviour
Rhinestones, cowboy hats and a whole lot of denim; not a hen party entourage, a Glastonbury fit or a Nashville rodeo, but the queues outside Tottenham Hotspur Stadium this week, as Beyoncé kicked off her UK tour. And, seemingly, a new national dress code.
Since the release of the Cowboy Carter album, Beyoncé fans have been quick to adopt the rancher style, sparking a surge in interest for western-inspired fashion. On Vinted, searches for “western” are up by 16% year on year this month, with “rodeo” up 13%. Meanwhile, denim searches have risen 8%.
At PrettyLittleThing, searches for “cowboy jackets” surged by more than 600% in May, and demand for cowboy hats and boots increased by 85% and 53% respectively.
Beyoncé’s influence on fashion and buying habits is a reminder of how pop culture continues to shape consumer behaviour, said Candace Baldassarre, a senior analyst at market research firm Mintel.
