THE “YELLOWSTONE” EFFECT: HOW PARAMOUNT'S HIT SHOW TOOK THE WESTERN LIFESTYLE MAINSTREAM
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By Lauren French, Account Supervisor
From cowboy boots to western snap shirts, western fashion has seen a resurgence thanks in large part to Paramount’s “Yellowstone,” inspiring viewers everywhere to dress like a Dutton. The “Yellowstone” effect, a cultural phenomenon stemming from the popularity of the western hit show, has been driving sales in the western fashion market and encouraging men and women around the globe to channel the cowboy spirit through western-inspired apparel, accessories and more since the show’s première in 2018.
Bolstered by mainstream icons jumping on board the western bandwagon, including Margot Robbie’s “Cowgirl Barbie” persona and Beyoncé’s pivot to country music and cowgirl-inspired style, the western lifestyle trend seems to be here to stay, and there’s never been a better time to lean into the power of the west. FWV is taking full advantage of consumers’ ongoing interest in western style, spotlighting the agency’s impressive roster of western clients that are propelling western style beyond just the timely trend driven by “Yellowstone” and celebrity fashion.
For longtime client and global denim brand Wrangler, the “Yellowstone” effect has resulted in a myriad of new collaboration opportunities. More and more brands are seeking out partnerships with the denim giant due to its rich history in the western space, from Mattel’s world famous Barbie to Kentucky-based bourbon brand Buffalo Trace. Wrangler even partnered with Paramount’s “Yellowstone” to launch a collection of men’s and women’s styles adorned with Dutton Ranch branding, which was born after Wrangler pieces were organically spotted throughout the first three seasons of the show.
With an array of buzzworthy collaborations launching over the past year, FWV’s Wrangler team has leveraged the public’s interest in western style by generating creative pitch angles and tapping into experiential marketing tactics to channel this trend into meaningful media and influencer coverage for the brand.
Immersing key media contacts in the western lifestyle through press trips and strategic event activations is the ultimate way to expose non-western media to the appeal of western fashion and has resulted in coverage from some of the country’s most popular media outlets, including Rolling Stone and Good Morning America, both of which have recognized the fact that western style is here to stay. FWV recently planned and executed a riveting weekend-long press trip to Cheyenne, Wyoming, in conjunction with Wrangler’s 75th anniversary for “The Daddy of ‘Em All” Cheyenne Frontier Days, the world’s largest outdoor rodeo and western celebration. The team also recruited key media contacts to attend the 2023 Wrangler National Finals Rodeo in Las Vegas, giving mainstream national media and influencers a taste of the west.
For other clients in the western space, FWV has harnessed the influence of celebrities, strategically seeding product to mainstream celebrities and influencers embracing western fashion. For fragrance client Tru Western, we’ve implemented and executed a gifting program to share the brand’s newest colognes and perfumes with content creators and relevant celebrities, earning social nods from some of the industry’s more influential social media stars, including Morgan Zipperlen. And in the same vein, for luxury western handbag client Heritage Brand, we’ve coordinated private shopping experiences for key western influencers and celebrities that have resulted in ongoing coverage from western fashion icons like Marijka Hunsaker and Natalie Kovarik.
Whether it be targeted media outreach, event activations or influencer collaborations, there are plenty of creative and strategic PR tactics to help clients leverage the timely influence of the west. When it comes to western fashion, the future is bright as cowboy-inspired style continues to ride steady.
If you’re interested in learning more about how to leverage FWV’s expertise in the western industry, reach out to our team through the contact form here.