Levi’s UK is expressing fear that global politics are becoming a local issue on the British high street. The company has warned that “rising anti-Americanism” due to the Trump administration’s policies could directly influence purchasing decisions and harm its sales.
This forward-looking caution was included in the company’s annual accounts, a document that otherwise painted a picture of robust health. The brand reported an 8.8% increase in sales to £96.8 million and a 23% surge in pre-tax profits. However, this success is now viewed with an eye on the political horizon.
The concern is not merely theoretical. The electric car manufacturer Tesla saw its UK sales more than halve in July, a stark warning of how quickly market sentiment can turn. In Canada, consumer boycotts of American goods have become more organized, with some shoppers using apps to check the origin of products.
The root of this international friction is the Trump administration’s aggressive trade strategy. The legality of these measures is now under intense scrutiny, with a recent federal appeals court ruling them mostly illegal, a decision that is likely to be appealed to the Supreme Court.