Levi’s UK is worried it might get the cold shoulder from British consumers due to US politics. The company has formally warned that “rising anti-Americanism,” which it attributes to the policies of the Trump administration, could lead shoppers to favor European and domestic alternatives.
This risk was highlighted in its latest financial accounts, even as the company reported a strong year with sales up 8.8% to £96.8 million. The statement shows the company is looking beyond its current success to anticipate future challenges driven by the global political climate.
The potential for a consumer cold shoulder is a real concern. The US tech brand Tesla experienced a dramatic sales slump in the UK in July, showing how quickly a brand can fall out of favor. This trend is also seen in Canada, where shoppers are consciously avoiding US-made products.
The political friction stems from the Trump administration’s protectionist trade policies. These policies are now facing a major legal test in the US, as a federal appeals court has declared them mostly illegal. The final verdict on this issue will likely be delivered by the Supreme Court.