Luxury items 

Telfar boosts Beyoncé, but also Hermès despite Birkin’s snub

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“That imported Telfar bag, Birkins, that shit is in storage.” That’s the line everyone’s talking about from Beyoncé’s latest album, released July 29.

The album became Spotify’s most streamed single-day album by a female artist in 2022 so far, according to Branded Entertainment Network (Ben Group), which connects brands to movies, TV and music videos. video. Fans quickly debated on social media whether this meant the end of our obsession with the French luxury brand’s tote bag, while celebrating Telfar’s support as an independent, black-owned business. But for Hermès, Beyonce’s evocation of her most prestigious bag confirmed the old adage: there is no such thing as bad publicity.

The number of views of Telfar items on resale platform TheRealReal soared 85% globally on the day of Beyoncé’s album release, compared to the day before, according to the market. jumped 47%, according to Fashionphile data analyst Rachel Koenig. Search rates for Birkins on the site, which is the third most searched term by millennials this year, have held steady. On Google Trends, searches for “Telfar” topped “Birkin bag” for a five-hour period on July 30, but overall the Birkin is still much more popular. And while direct sales data is hard to come by – the Birkin is not sold online – luxury resale platform Rebag said searches for “Birkin” rose 33% over the of the three-day period July 28-31, compared to the three days prior, while searches for “Telfar” increased at a 21% lower rate.

“We tend to see an immediate spike in demand following major pop culture references to particular brands or styles,” says Kelly McSweeney, women’s merchandising manager at The RealReal.

Beyoncé, with 271 million Instagram followers, first reported Telfar to her fan base last year, when she posted a photo on Instagram wearing a white version of Telfar’s favorite shopping bag. Like other “it bags,” it’s hard to get: the last shipment was Tuesday at noon (EST), and previous shipments sold out within minutes. But the bag — jokingly dubbed the “Bushwick Birkin” in reference to the working-class neighborhood of Bushwick in Brooklyn, New York — sells for between $150 and $300 depending on the size. The Birkin sells for $10,000 to over half a million dollars.

Designer Telfar Telfar Clemens, a Liberian-American from Queens, New York, is known for democratizing luxury with his accessible prices, utilitarian designs and drop model. Fans view the shopping bag as a symbol for black and queer communities. More than a quarter of black Americans and up to 40% of black Americans under 35 say they frequently buy black-owned brands, according to a Morning consultation survey commissioned by Bloomberg. “It’s not [just] a trend. In my own community, my friends and family value black-owned brands more than mainstream brands. The events of 2020 have made us aware [that] if we’re going to win as a culture, we have to support each other,” says Brandice Daniel, CEO of Harlem’s Fashion Row, an agency that connects color designers with retailers. “[Beyoncé is] one of the few celebrities to have consistently used his platform to promote black designers from Sammy B to Christopher John Rogers to Telfar.

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