Levi’s UK is warning of a potential “consumer cold war,” fearing that shoppers will choose sides based on politics. The company has stated that anti-American sentiment, which it links to the Trump administration, could lead British consumers to favour European brands.
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 such a conflict is already visible. Tesla, another prominent American brand, saw its UK sales more than halve in July, a dramatic downturn. This suggests that a brand’s national identity is becoming an increasingly important factor for some consumers.
The political tensions are a direct result of the Trump administration’s protectionist trade policies. These tariffs have been highly controversial and now face a robust legal challenge. A recent federal court ruling found them to be largely illegal, a decision that will likely be appealed to the Supreme Court.