CNBC·2025-12-03 17:00Market Trends & Dynamics - Denim is experiencing a resurgence, with the jeans market growing by 27% between 2020 and 2025 [5] - Celebrity endorsements and marketing campaigns are key strategies for retailers to capture consumer attention, particularly among Gen Z and Alpha [3][14] - Brands are seeking to reclaim cultural relevance and reverse sales slumps through partnerships and innovative campaigns [13][14] - The denim category is experiencing secular tailwinds, creating opportunities for multiple companies to succeed [28] Company Performance & Strategies - Levi's partnership with Beyonce exceeded expectations, driving top-line sales and expanding profit margins, with sales up in the high single digits year-to-date [1][23] - Levi's is focusing on becoming a more premium brand by cutting back on discounts, raising prices, and focusing on direct selling strategies [8] - American Eagle's campaign with Sydney Sweeney provided a boost with Gen Z shoppers, but faced controversy [10][16][17] - Gap's partnership with Katseye drove comparable sales up by 7%, more than double analyst expectations [3][21] Financial Metrics & Impact - Levi's partnership with Beyonce generated 43 billion press impressions and over $65 million in media value [21] - American Eagle's operating costs increased by $35 million year-over-year, partly due to spending on celebrity campaigns [15] - Gap's comparable sales rose by 7% due to the Katseye campaign [21]