Firm warns changing sentiment towards US brands could prompt shoppers to choose European products
Levi’s has warned that “rising anti-Americanism as a consequence of the Trump tariffs and governmental policies” could drive British shoppers away from its denim.
The company, which distributes Levi’s and Dockers clothing brands, issued the warning in its UK accounts, where it reported sales had risen 8.8% to £96.8m and pre-tax profits were up 23% to £9.6m. It said the Levi’s brand had “retained its attractiveness despite a tense consumer climate and declining customer frequency in the retail sector”.
However, the accounts recently filed at Companies House listed one of its key risks and uncertainties was potentially changing sentiment towards US brands that could lead shoppers to develop “increasing willingness” to choose more “national or European” products.
The risk was listed alongside other issues including competition from retailer’s own-label products and pressure on its department store stockists from “increased online competition and inflexible rents”.
