Levi’s UK is warning of a potential international sales backlash from the ‘America First’ policies of the Trump administration. The company has stated in its official accounts that a resulting rise in “anti-Americanism” could lead British shoppers to favor European competitors.
This cautionary note was included in a financial report that otherwise showed the brand in a position of strength. Sales in the UK grew by 8.8% to £96.8 million, and pre-tax profits surged by an impressive 23%. The company is clearly concerned that this positive trajectory could be derailed by political factors.
The potential for such a market shift is underscored by recent data from other sectors. The US electric vehicle maker Tesla saw its UK sales fall by more than half in July, a stark illustration of how quickly consumer sentiment can affect a brand’s performance.
The backdrop to these concerns is the ongoing global trade disruption initiated by the Trump administration. The legality of the tariffs at the heart of this strategy is now in question, following a US federal appeals court ruling that found them to be mostly unlawful. The issue is likely headed for a definitive ruling from the Supreme Court.