The iconic American clothing company Levi’s has voiced concern that a growing anti-American sentiment, which it links to the policies of the Trump administration, could potentially harm its sales in the United Kingdom. This warning represents one of the first instances of a major US brand openly citing political policies as a direct threat to its commercial success abroad.
The alert was included in the risk assessment section of its recently filed UK accounts. While the document celebrated a robust financial year, with sales climbing to £96.8 million, it also looked ahead to potential challenges. The company identified a possible trend where British shoppers might consciously choose European brands over American ones due to political disagreements.
This concern is underscored by broader market trends. Tesla, the electric vehicle giant, experienced a dramatic drop in UK sales this past July, with its market share falling from 1.67% to just 0.7% year-on-year. This suggests that consumer purchasing decisions may indeed be influenced by the political landscape and the associations of a brand’s country of origin.
The backdrop to these fears is a global trade environment shaken by Trump’s aggressive tariff strategy. His administration’s “liberation day” tariffs have created significant friction with trading partners. A recent federal appeals court ruling in Washington DC deemed most of these tariff policies illegal, setting the stage for a potential Supreme Court showdown over presidential power in trade.