Levi’s UK warns rising ‘anti-Americanism’ could damage brand

Levi’s UK has warned that a risk of “rising Anti-Americanism” in light of Trump Tariffs and US governmental policies could drive consumers away from US brands and dent its sales in the UK.

In its latest filings on Companies House, the group said that consumers may develop an “increasing willingness” to buy UK and European products if this sentiment continues.

It comes as pre-tax profits rose from £7.7m to £9.5m in its full-year results, while turnover also rose from £89bn to £96.8bn.

The group said brand awareness was boosted by its new brand ambassador Beyonce, with whom it launched a global marketing campaign over the period. 

Despite the boost in profit and sales, its reports revealed that the total number of employees fell from 1,857 in 2023 to 1,630 in 2024.

It also noted macroeconomic issues will continue to hit consumer confidence in light of ongoing uncertainty, unemployment and the high cost of living.

In addition, Levi’s said that UK customer traffic had been “flattish overall or even in decline” during the year, with a “consistent trend of bargain hunting is still directing price-sensitive consumers more to outlets rather than mainline stores”.

In its latest filings, Levi’s UK said: “While it said that apparel markets are expected to be mature in the UK market, brand proliferation continues as companies compete with multiple brands and products targeted for specific consumer and retail segments. New markets and platforms are also created with relative frequency and ease, showing relentless dynamism and innovation in an effort to reach and capture more customer base.”

The group has launched a new strategic business plan for the next five years, in which it will invest in products around a “denim lifestyle theme”, such as tops, denim dressing and skirts. It added it will also focus on more agile production capabilities.