Levi’s is worried about an unintended consequence of US politics: weakening brand loyalty in the UK. The company has stated in its official accounts that “rising anti-Americanism” stemming from the Trump administration could lead its British customers to explore European and domestic alternatives.
This cautionary note was included in a report that otherwise highlighted the brand’s strength, with sales up 8.8% to £96.8 million and profits surging 23%. The company, while confident in its current appeal, is clearly concerned that political factors could erode its long-standing customer base.
The fear is that Levi’s could suffer a fate similar to other US brands. Tesla, for instance, saw its UK sales nosedive in July, a significant setback. This suggests that brand loyalty is no longer guaranteed when a company’s country of origin becomes associated with controversial policies.
The policies in question are the Trump administration’s aggressive tariffs, which have created global economic uncertainty. These measures are now facing a legal battle at home, with a federal appeals court having declared them mostly illegal. The final decision on their legality will likely rest with the Supreme Court.