Trump Escalates Canada Trade Fight With 35% Tariff Threat

11 Jul 2025 · 37 min · 15 chapters

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In short

U.S. tariff escalation and market reaction, plus separate updates on Ukraine/Russia and a Levi Strauss earnings/tariff outlook.

Guests (backgrounds)

  • Josh Wingrove, Bloomberg News senior White House correspondent (reported exclusive on Vietnam tariff surprise).
  • Ann Mileti, head of equity investments and chief diversity officer at Allspring Global Investments (~$600B AUM).
  • Nick Wadhams, Bloomberg News national security team leader (based in Washington).
  • Harmeet Singh, CFO and Growth Officer at Levi Strauss.
  • Nina Trenman, Bloomberg News senior editor; writes Bloomberg CFO Briefing newsletter.

Key claims + notable examples

  • Trump threatened 35% tariffs on some Canadian goods; Canada’s system is 25%/10%/0% (USMCA), with 35% expected only on the 25% tier.
  • Vietnam’s 20% tariff announcement surprised leaders; Vietnam seeks negotiation down (possibly 10–15%) and U.S. wants market access.
  • Markets aren’t fully pricing an August 1 deadline; Mileti cites improving breadth and mid-cap/healthcare/emerging markets opportunities.
  • Ukraine: North Korea supplies up to 40% of Russia’s ammunition; Trump may announce sanctions (oil price cap) or more weapons; Keith Kellogg to Kyiv.
  • Levi Strauss: tariff impact (excluding mitigation) $25–$30M in 2025; raised guidance; mitigation via supply chain agility and pricing; Beyonce partnership cited as accelerating women’s growth.

Written by AI. May contain mistakes. Listen to the episode to check what was said.

Chapters

Tap a time to open that second in VO

Introduction to Trade Issues

0:57 to 1:59

Discussion on President Trump's tariff threats and market impacts.

“So while others are busy talking, we're busy building.”

Vietnam's Trade Situation

1:59 to 2:16

Vietnam’s leadership surprised by tariff announcements.

“I mentioned trade certainly front and center.”

Details on Vietnam Tariff Negotiations

2:16 to 4:50

Exploring negotiations and implications of Vietnam's tariff situation.

“Separately, our Bloomberg News team was the first to report that Vietnam's leadership was caught off guard by the president's announcement of a 20 % tariff.”

Canada's Tariff Threats

4:50 to 8:04

Discussing Trump's potential 35% tariff on Canadian goods.

“BUT IT REALLY DOES LOOK LIKE IT'S, LET'S SAY, MORE FLUID THAN NOT.”

Market Reactions and Future Implications

8:04 to 11:28

Analyzing market responses and uncertainties regarding upcoming tariffs.

“But it does look potentially like a more targeted increase of that tariff than perhaps other scenarios where it was sort of an across the board 35.”

Market Reactions and Future Implications

12:25 to 13:21

Analyzing market responses and uncertainties regarding upcoming tariffs.

“You already know how AI is changing how everyday work gets done.”

Market Complacency Amid Tariff Threats

13:21 to 14:02

Discussion on investor behavior and market complacency in light of tariffs.

“You're listening to the Bloomberg Business Week Daily Podcast.”

Market Complacency and Investment Insights

14:02 to 19:02

Discussion on market complacency and investment opportunities amidst tariff threats.

“She's head of equity investments and chief diversity officer of Allspring Global Investments.”

Geopolitical Tensions and U.S. Response

19:02 to 27:43

Analysis of U.S. geopolitical strategy regarding Ukraine and Russia's actions.

“Listen live each weekday starting at 2 p.m.”

Impact of Tariffs on Levi Strauss

27:43 to 28:00

Levi Strauss discusses the financial impact of tariffs and future expectations.

“Let's talk about shares of Levi Strauss.”
Show all 15 chapters

Tariff Impact on Profitability

28:23 to 29:42

Discussion on the impact of tariffs on company profitability and strategies to manage it.

“excluding the mitigation efforts, is expected to be between$25 and$30 million through the end of this year.”

Earnings and Future Outlook

29:43 to 31:36

Insights into maintaining confidence in financial guidance amidst tariff uncertainties.

“We assumed an incremental 10 % on tariffs from the rest of the world and 30 % from China.”

Music Partnerships and Brand Relevance

31:37 to 35:13

Exploration of the impact of music partnerships, especially with Beyonce, on the brand's sales and relevance.

“How confident and comfortable can you be as CFO to provide forward guidance at this point given that the tariffs are still such a moving target?”

Supply Chain and Currency Factors

35:14 to 37:13

Analysis of supply chain dynamics and currency impacts on production and relationships with suppliers.

“he's Chief Financial and Growth Officer at Levi Strauss.”

Retail Growth Channels

37:14 to 39:26

Discussion on the growth of different retail channels and their impact on overall sales.

“What kind of retail is specifically doing well for the company?”
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Transcript

Automatic transcript. May contain errors.

0:00Bloomberg Businessweek Daily is brought to you by HPE, bringing you the self-driving network, A network that's self-optimizing, self-healing, and self-protecting, and only continues to get smarter. Learn more at hpe.com slash networking. Some people treat ChatGPT like some kind of smart search engine, and some use it to get work done. ChatGPT Work is a new way of working in ChatGPT that can take action across your apps and files, stay with a project for hours if needed, and turn a goal into finished work. It's designed to help you move from a chaotic starting point to a reviewable first version.

0:36So all the source materials, briefs, and scattered information that you have to grind through to turn into something useful can just become something useful. Put ChatGPT to work on your most ambitious ideas and projects. Get started at ChatGPT.com by selecting Work Mode, available on Plus and Pro plans. At Venture Global, we think about what can be done, not what's usually done. Through innovation, Venture Global is not only building some of the largest energy facilities in the world right here in the United States, but delivering American energy at a fraction of the cost and a fraction of the time.

1:16So while others are busy talking, we're busy building. That's Venture Global. That's unstoppable energy.

1:28Bloomberg Audio Studios. Podcasts, radio, news. This is Bloomberg Business Week Daily, reporting from the magazine that helps global leaders stay ahead. With insight on the people, companies, and trends shaping today's complex economy. Plus, global business, finance, and tech news as it happens. The Bloomberg Businessweek Daily Podcast with Carol Masser and Tim Stenevek on Bloomberg Radio. I mentioned trade certainly front and center. It's front and center for markets because President Trump threatened a 35 percent tariff on some Canadian goods. He also raised the prospect of increasing tariffs on most other countries, ramping up his trade rhetoric and comments that weighed on stocks and boosted the dollar today.

2:16Separately, our Bloomberg News team was the first to report that Vietnam's leadership was caught off guard by the president's announcement of a 20 % tariff. That's according to people familiar with the matter, and that the country is looking to negotiate down that rate. Josh Wingrove is a part of the team that had the exclusive. He's Bloomberg News senior White House correspondent. He joins us from Washington, D.C. Josh, I want to start with this Vietnam story because the president announced last week that Vietnam had agreed to a 20 % tariff. did this come as a surprise to the leaders of Vietnam?

2:49It seems to have come as a surprise to them. And it seems that this deal that the president announced is actually maybe a little bit closer to these tariff letters and that there's a unilateral element to it. It looks like the Vietnamese were hoping for a number, you know, several points below that one. And the number 20 caught them off guard. Our colleagues there are saying that this deal, or if we're calling it that, this announcement of the president, The U.S. president has not been amplified by Vietnamese state media particularly heavily. So it remains a little bit unclear. Now, remember, this is the only deal with one of the countries that was facing a potential tariff hike this week, about the nearly five dozen countries.

3:28He also has sort of a framework deal with the U.K. itself, had some questions. And, of course, they've got that deal with China to essentially keep talking. So, you know, the deals just really aren't materializing. Now, Trump himself has said he's not particularly stressed about that because he simply wants to set unilateral rates anyway. So whether he'll do that or not, we will see. But there have been a lot of developments here on trade this week in the past 48 hours or so. But the Vietnam one is a reminder that even the things that they do announce as deals come with all kinds of caveats on them.

4:00Definitely a lot of news that we're getting this week as it pertains to tariffs. But Vietnam here, can you just put into context here for our reviewers. How big of a trading partner are they for the United States? They're a major trading partner in the United States, and they were sort of a bellwether because there have been longstanding, and I mean pre-Trump administration and bipartisan concerns about what's called transshipment, essentially the Chinese routing stuff through Vietnam to get around whatever tariffs are applied to China. So they were sort of a test case. Hey, how are you going to deal with this?

4:33And what Trump announced was essentially a double tariff for transship goods AND THIS 20 % RATE FOR ALL OTHER GOODS. AND THAT, YOU KNOW, THERE ARE STILL SOME QUESTIONS SWIRLING ABOUT THAT, INCLUDING WHETHER, YOU KNOW, IT WOULD INCLUDE SORT OF ROLL IN PREVIOUS TARRIFTS OR NOT. AND THE SECRETARY BESSENT WAS ASKED ABOUT THAT EARLIER THIS WEEK. BUT IT REALLY DOES LOOK LIKE IT'S, LET'S SAY, MORE FLUID THAN NOT. AND SO THAT, OF COURSE, HANGS IN THE AIR AS WE LOOK FORWARD TO THESE CHINA TALKS. SECRETARY BESSENT, LUTNICK, USTR JAMISON GREER, WE'RE EXPECTING A NEW ROUND OF CHINA TALKS. I said, early next month.

5:08But it also looks like Besson and Ludnik are going to Japan where they could perhaps cross paths with the Chinese or even pick up the talks with the Japanese, which themselves are having problems right now in those negotiations. So lots of moving parts here right now. But remember that market shock on April 2nd when President Trump announced these Liberation Day tariffs initially rolled them back amid that market fallout about a week later. Right now, we're sort of barreling towards another Liberation Day in a few weeks. That's, you know, we're going to be speaking to Ann Maletti exactly about that point, Josh.

5:40As some folks have said, it doesn't seem like the markets are really taking that August 1st deadline seriously. You said there are a lot of moving parts here. Certainly just in the last 10 minutes, we're getting another headline that the U.S. is working toward an interim trade deal with India that could reduce its proposed tariffs to below 20 percent. This, according to people familiar with the matter, and it puts the South Asian nation in a favorable position against its peers in the region. Our Bloomberg News team reporting that. Back to Vietnam, though, because you and the team on this story reporting that Vietnam is looking to negotiate that 20 percent lower to maybe the 10 or 15 percent so level.

6:13How exactly would they do this? Like, what do you think the president wants to see and what concessions could Vietnam make? Your guess is as good as mine, because the way President Trump has announced it. And again, we don't know that the Vietnamese agreed to this was that they agreed to open their market to U.S. goods. Full stop. And therefore, that's kind of what he's looking for. It's hard to imagine offhand what kind of other carrots they can put on the end of that stick. Now, of course, they want a lower rate. Trump has really not been, you know, horse trading. There's not really been an indication of that.

6:46And you mentioned in the top about this sort of musing about setting a higher floor. That is one of the biggest questions I have this week. He told the NBC yesterday, hey, we're looking at maybe 15 percent or 20 percent. We don't know whether he meant just for these countries, about five dozen, the ones where the U.S. has a goods trade deficit. Is he talking about those, the ones that have been paused at 10 percent? Are they going to go up 15? Or is he talking about everyone? He's talking about every country, including ones where the U.S. runs a trade surplus, including ones that are like friends, like Australia, the U.K., that kind of thing.

7:21And if that's what he's talking about, he's talking about a very widespread increase. and not to drone on too much, but last night we had the Canada development, that letter on to Canada saying he'd raise the rate to 35%. Really important caveat here. Right now, it's a three-tiered system for U.S. tariffs on Canada. 25 % for a lot of products, 10 % for some energy products, and 0 % for USMCA-compliant goods. That's Trump's reworked NAFTA from his first term. We are told that the 35 % rate is poised to be applied only to that 25 % rate. The 10 % would stay where it is. And the USMCA would remain with its carve out as of now.

7:57That's the expectation. But our source is cautioning us that this is a fluid situation. And as we know, with Donald Trump, anything's possible. But the Canada one also came a bit out of the left field last night. But it does look potentially like a more targeted increase of that tariff than perhaps other scenarios where it was sort of an across the board 35. Josh, sticking with Canada here, I mean, And of course, this 35 percent threat for tariffs here would be really huge here for Canada. Is Mark Carney doing enough? How much stake do they really have in the game? And how much progress is President Trump making here?

8:30Carney has been more private in his negotiation tactics than his predecessor, Trudeau. And we'll see. The Canadians, when Carney and Trump met at the G7 last month in Alberta, Carney set a public sort of 30-day deadline that we're kind of coming up against in a week or two. The Americans never said that deadline. They never published it. It's not in writing like the July 9th and August 1st deadlines are. And so it's unclear whether or not they're still trying to reach something by then. Now, of course, Trump has put this August 1st date on there. If all that's happening on August 1st with Canada is that the rate goes from 25 to 35, but other things don't change, it's not clear how Prime Minister Carney will react and whether he'll have much incentive to, you know, give stuff in return to get to try to heckled to a lower rate.

9:17I should note, of course, Canadian public sentiment is very sour. People are upset there about how the country is being treated, a major trading partner of the U.S. And so the political push for Carney is not so much to bend the knee and make a deal, but arguably to do the opposite, to dig in and play tough with Trump. Josh, we are bringing up live pictures of President Trump right now. He's touring the devastation in Canada. He's there with the First Lady. He's also there with Governor Greg Abbott of Texas. I'm wondering about the unanswered questions that you still have. You know, we've gotten quite a few letters this week from the president about trade and about different tariff rates on other countries.

9:56You and the team have reported on Vietnam and on Canada. Going into the weekend, what's the unanswered question that remains for investors who are watching this and really for the global investing audience? I mean, if you squint, you can look at these tea leaves in sort of two completely different directions. One, we don't have details on the EU. The China talks are coming, potentially that August deadline is extended. This report today from our great colleagues about India, maybe they get some kind of interim deal. Canada comes in smaller than maybe it could have otherwise been. And if all those dominoes fall that way, the tariff barrage coming on August 1st will be more on the smaller end of the range of outcomes.

10:33The flip side is if he just keeps farming out letters and doesn't get deals that he likes and starts announcing unilateral deals like with Vietnam that maybe the other countries balk at, then we could just have an August 1st filled with announcements, including potentially if things go sideways with, say, the EU, which has been a very silent issue here. You know, big bloc, huge trading partner, had been facing a tariff increase. Trump hasn't said a peep, although he alluded on Thursday in an interview with NBC that there might be a letter to the EU coming. So we'll see. I think there's a few sort of bellwethers, the EU chief among them, but we just don't know the scale of the tariff situation that we're walking into on August 1st.

11:11I should also note that that copper deadline he also set for August 1st. So it's not just the country by country tariffs coming on that day. Yeah, 50 percent. That tiny economy, the EU's economy, certainly one for us to focus on. Josh, always appreciate your time. Josh Wingrove, Bloomberg News, a senior White House correspondent in Washington, D.C. Bloomberg Businessweek Daily is brought to you by HPE, bringing you the self-driving network, A network that's self-optimizing, self-healing, and self-protecting, and only continues to get smarter. Learn more at hpe.com slash networking. Some people treat ChatGPT like some kind of smart search engine, and some use it to get work done.

11:49ChatGPT Work is a new way of working in ChatGPT that can take action across your apps and files, stay with a project for hours if needed, and turn a goal into finished work. It's designed to help you move from a chaotic starting point to a reviewable first version. So all the source materials, briefs, and scattered information that you have to grind through to turn into something useful can just become something useful. Put ChatGPT to work on your most ambitious ideas and projects. Get started at ChatGPT.com by selecting Work Mode, available on Plus and Pro plans. You already know how AI is changing how everyday work gets done.

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13:27You're listening to the Bloomberg Business Week Daily Podcast. Catch us live weekday afternoons from 2 to 5 Eastern. Listen on Apple CarPlay and Android Auto with the Bloomberg Business App. Or watch us live on YouTube. Well, the markets kind of seem to be taking this tariff news in stride. You heard Josh mention April 2nd and then the pivot a few just a little over a week later to that extension to July 9th and then another extension. And look, we're just off of all-time highs. And that's really what I want to talk to Ann Mileti about, the question of complacency in the market, as Jamie Dimon warned yesterday.

14:03Ann Mileti is back with us. She's head of equity investments and chief diversity officer of Allspring Global Investments. They've got about$600 billion in assets under management. She joins us here in the Bloomberg Businessweek studio. Is there complacency in the markets? I think there is a little in certain places. I wouldn't call it broad complacency, though. Well, what is the difference between what's happened since mid-April and the 25 % increase to new records in the S &P 500 versus messaging that we've gotten from the president about tariffs? Because that threat is still there. I totally agree.

14:40The threat is still there. We know tariffs are going higher. I do think investors are a little bit more comfortable that there's a negotiation process going on. So despite the deadlines and changing rhetoric that we get on a daily basis, they know there's some flexibility going on behind the scenes. So it sounds like you're saying the market is not fully pricing in a hard and fast deadline of August 1st. Probably not a hard and fast deadline and probably not peak tariff rates either. And you know, when we, I'm looking at the index right now. We saw it surge about the 52 handle back in April. And if you look at it now, it's about 16 right now.

15:23But I mean, of course, people are really looking to see whether or not it'll rise to 20. At what point would you raise an eyebrow and say, hey, the market is really nervous about what's going on right now? Look, I think volatility can still exist. And I wouldn't be surprised if we woke up next week and we get a sharp rise in volatility because of some announcement that we're not, you know, thinking about today. I mean, typically those sharp rises in volatility happen because of something unexpected. The one thing I do have to say that I feel a little bit better about more recently is the breadth that we're seeing in the market.

16:02And instead of that broad or that intense, deep concentration in just a handful of names, You're kind of seeing positive performance out of almost all industries in the S &P and more broadly even down cap. And within those industries, you're starting to see companies with good fundamentals starting to act more favorably. And that's a healthy sign. And it shows that there's, you know, to the point of complacency, I think there's some real work that is being done to really look at company fundamentals and try to position where you want to be for the next, you know, event. So if you look at the market from New Year's Day to now, it's almost like we're in the same place.

16:49So much has happened in between, but we're still flirting with all time highs here. But that being said, I won't necessarily ask you where are the safe haven areas, but where are the areas for opportunity right now? What are you telling your clients? Yeah, it's a it's a great question. And it's a question we get asked often. Right. So so I always think about it as risk versus reward. And I would say from a market cap standpoint, I really like the kind of the mid cap space. So not all the way down to small cap, but that mid to small area, there's still a lot of names and companies that have continued to perform well, especially ones with strong balance sheets, experienced management teams, and companies that can kind of control their own destiny, have a lot of flexibility, even given all the changing kind of rules and things happening around them.

17:38That's a sweet spot in the kind of size space. In terms of industries like healthcare, I see a lot of our investment teams taking interest there, but not out of the typical healthcare services, drug areas. Underneath, if you think about where the next layer of innovation is going to come from, how are we all going to get healthcare a little bit more efficiently and in a new probably way? there's a lot of companies that are exploring and interesting in that area. And then lastly, from an asset class standpoint, I think emerging markets in international space is really interesting here. Just 30 seconds.

18:21Help us look ahead to the bank earnings next week. We heard from Delta yesterday, Levi's yesterday. Solid reports, stock higher as a result. Good start? I think it's a good start. And I think we're going to see some volatility within earnings. Not all things will be created equally. And this is where I think active managers really do. This is where all the work comes out to play, right? Where, you know, in this environment, some companies really can adjust quickly and others just can't. Ann Mileti, good to see you. Thanks so much for joining us. That's Ann Mileti, head of equity investments, also chief diversity officer over at Allspring Global Investments.

19:01This is the Bloomberg Businessweek Daily podcast. Listen live each weekday starting at 2 p.m. Eastern on Apple CarPlay and Android Auto with the Bloomberg Business app. You can also listen live on Amazon Alexa from our flagship New York station. Just say Alexa, play Bloomberg 1130. I want to get to the latest on Russia's invasion of Ukraine. North Korea is now supplying as much as 40 % of Russia's ammunition for the war in Ukraine as the partnership between Pyongyang and Moscow deepens. This is according to the head of the Ukrainian military intelligence. Separately, President Trump said he plans to make a, quote, major statement on Russia as the U.S.

19:40prepares to send more American weapons to Ukraine. Also, President Trump's special envoy to Ukraine, Keith Kellogg, will arrive in Kiev on Monday and spend a week in Ukraine. This, according to a report from the Ukrainian news site Novinai Live. Nick Wadhams is with us. He's a Bloomberg News national security team leader. He's usually based in Washington, D.C., but he is here in New York. Nick, I want to start with what we heard late yesterday, this, quote, major statement on Russia from President Trump that's set to come on Monday. Do we have any idea what this will be? We have some suspicions of what it will be.

20:14What we have seen in the last couple of weeks is the president has dramatically shifted his tone toward Vladimir Putin. So whereas he had previously been effusive in his praise of the president and really condemning President Volodymyr Zelensky of Ukraine, He's now shifted and essentially said he's run out of patience with Vladimir Putin over the fact that he has refused to stop the bombardment of Ukraine. So it could be a couple of things. One could be sanctions. He's talked favorably about a bill working its way through the Senate right now. What's left, though? Well, the bill would go after sales of Russian oil.

20:45So they imposed this price cap that allowed Russia to sell some oil. Basically, they wanted to restrict oil but not tank the oil market. So there is the possibility that they would ratchet that up. So that's the big one. The other is the possibility that he'll really open the floodgates on weapons. So he has not sought more money from Congress in his second term to provide more weapons to Ukraine. A possibility that he'll say we know he's more favorable toward the idea of sending weapons. So he may say we're going to put some money where our mouth is on that. But is that politically tenuous for the president, given the especially during the campaign, there was this idea that, OK, if Democrats win, we're just going to keep sending money and weapons to Ukraine.

21:24There's also this wing in the Republican Party that's like, hey, this is not our war to be fighting. Well, I mean, it's it's the politics of it aren't really clear. But you have this sanctions bill in the Senate that has like 85 senators on board. So it's real bipartisan support. And there is a very strong wing of the Republican Party that supports a lot more aid to Ukraine. And then you have the fact that, you know, President Trump, you know, he has said openly, you know, I get to define what America first is. So get on board, you know, and we've seen a lot of evidence that his the lot of the MAGA supporters have really been supportive of whatever he decides to do, including bombing Iran.

22:00So that's a big question. And there are several people, though, including J.D. Vance and Secretary of Defense Pete Hegseth, who have been much more ambivalent about the idea of the U.S. committing more weaponry to Ukraine. So you could a lot will depend if he does do that on the dollar figure. If it's, you know, a$60 billion supplemental like Joe Biden signed toward the tail end of his term, that would be a very big signal. If it's anything less than$10 billion, I think you'd see that as sort of a hedge by the president. Nick, so with North Korea supplying as much as 40 percent of Russia's ammunition, we know that Russia is providing money and technology to North Korea in exchange for these weapons.

22:40What chapter are we in right now in the war? How big of an asset is this for Russia? Well, it's a huge asset. What they really need is a lifeline. They need continuous weapons. They're spending a lot of their munitions. You've seen this uptick in attacks by Russia against Ukraine, drones, things like that. So they are running low, and they need as much help as they can get. Iran is no longer really part of the procedure, part of the process, because they, you know, obviously everything that's happened in the war with Israel and the strikes by the U.S., they're really sort of scraping the bottom of the barrel with North Korea.

23:16The challenge is that there is no end in sight there. The U.S. cannot really put any pressure on North Korea. So it is a fairly consistent and reliable lifeline for Russia that it just would not otherwise get, and it's becoming more and more dependent on. So, of course, this has been going on for years, this conflict. And as you mentioned, there's not much more that the U.S. can do. It seems as though there's nothing left here. But really, where are we? How would you describe this time period? Who's pushing ahead right now? Well, it's really a crucial moment because Russia has stepped up these air attacks and the weapons that Ukraine needs to defend against these drone and missile attacks from Russia are precisely the things that the U.S.

23:57has been sort of waffling on. So the big question now is, if you have this gap in supplies to Ukraine, who fills it? Is President Trump on Monday going to say, OK, we're going to open up the floodgates again and send all that stuff? or is Europe going to fill in the gap? We do have some indication that Trump is going to be willing to sell weapons to NATO countries that the NATO countries, specifically Germany, France, the UK, would then say, OK, we're going to send those weapons to Ukraine. So rather than seeing the U.S. do it directly, NATO countries would do it. The question is, can they get there fast enough?

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24:31Because this air war we're seeing from Russia right now is just really punishing for Ukraine. the special envoy to ukraine keith kellogg set to arrive in kiev on monday he's going to spend the week there could this be finally the beginning of the end of this war that's the challenge there is that vladimir putin has shown no sign that he's willing to give up his principal aims which are essentially he wants he wants vladimir zelensky out and he wants de facto control over ukraine so if if if vladimir putin is undaunted and you have countries like north korea as you guys are saying, continuing to supply more weapons to Russia, what incentive do they have to stop, especially right now when, by all accounts, they are actually in this very slow and grinding war, continuing to make slow but steady progress against Ukraine.

25:22So if Russia's not willing to give up, I think that's what you're going to see from the president on Monday, where he's really looking to try to force Putin to essentially start to give up. And unfortunately, though, we just haven't seen any sign that Putin's willing to get there. But how would he force him to do that? I mean, I know you said maybe there will be additional sanctions. There could be the sanction bill that could actually get through. But apart from that, I guess what I'm saying is I'm skeptical of that working because none of this has worked over the last three plus years. Right.

25:49I mean, that's that's very true. And that's something that's on everybody's minds. But I think what you're seeing here is the president try to essentially do a sort of mental shift as difficult as this would be for Vladimir Putin, where for the last eight months since president trump has been in power the idea has been okay trump is going to be a pushover uh he's gonna not restrain me in any way if he does actually start to put up some resistance and really put pressure on russia does that change vladimir putin's calculus where he decides okay now i have to come to the negotiating table so during the biden administration of course we did see a lot of fervent support for ukraine and especially when we think about resources being distributed.

26:28Where are we now? How much has Trump essentially poured in? Is he putting the full force behind it as well? Well, this is really what we're waiting to see. I mean, the big issue is that he seems to have overruled his defense secretary who imposed this brief pause on sending air defense missiles to Ukraine. So then that really sent a shock through the system because it was like, well, if it's not coming from the U.S., the Europeans are not in a position to be able to do that with any sort of reliable long-term sustained supply. We do now see that Trump has been willing to do that. But the big question again for Monday is, you know, they are running out of money.

27:04The amount of money that Joe Biden had set aside to send these weapons to Ukraine is not limitless. It's starting to run out. Once that money really hits the bottom of the barrel, does President Trump decide, okay, we're going to re-up this now? Because Europe is just not going to be able to fill the gap with the kind of numbers that Ukraine needs. Nick Wadams, always good to see you. Thank you. Don't be a stranger here in New York. That's Nick Wadams, Bloomberg News National Security Team Leader. You're listening to the Bloomberg Business Week Daily Podcast. Catch us live weekday afternoons from 2 to 5 Eastern.

27:36Listen on Apple CarPlay and Android Auto with the Bloomberg Business App. Or watch us live on YouTube. Let's talk about shares of Levi Strauss. Jumping as much as 12.5 % earlier in the session, up about 11 % right now. The company raised its revenue outlook. It said yesterday that it expects sales growth to outweigh the effect of President Trump's tariff. Back with us is Harmeet Singh, Chief Financial Officer and Growth Officer at Levi Strauss. He joins us from our San Francisco Bureau. Also with us is Bloomberg News Senior Editor Nina Trenman. She writes the Bloomberg CFO Briefing Newsletter.

28:09You should sign up for it if you haven't already. Bloomberg.com slash CFO dash briefing. Harmeet's going to be featured in an upcoming issue of the CFO Briefing Newsletter. Nina's here in our studio, Harmeet, back in San Francisco. Harmeet, welcome back. I do want to start with tariffs because your team said yesterday that the impact of tariffs on profitability, excluding the mitigation efforts, is expected to be between$25 and$30 million through the end of this year. What happens, though, if the high tariff level persists into next year? What happens to that number? Hey, Tim, good morning. Nina, good morning.

28:46It's good to be talking to you guys from your Bay office here in San Francisco. As you saw and heard yesterday, we delivered a quarter to beat, and we raised our full-year guidance. A special shout-out to our teams around the world for what I call delivering the power of the and, which is not only growing our direct-to-consumer business, but our wholesale business, growing our U.S. business and our international business, growing men's and women's. And I can keep going on. And that really explains the momentum we have. We delivered our third consecutive quarter of high-single-digit growth and growing our profitability.

29:35And that is why we believe that we are stepping into the second half. We believe we can manage through the uncertainty of tariffs. The tariff situation is fluid. We assumed an incremental 10 % on tariffs from the rest of the world and 30 % from China. Our view is we are competitively in a better spot to manage through this. 60 % of our business is international. We have a fairly diversified supply chain. and we've been agile over the years in managing through some of the uncertainties. We've got some mitigation actions, Tim. We are working with our vendors. A large piece of our growth is driven by higher volumes, and that makes a difference when you're negotiating with our tenured relationships over the years.

30:26We are driving higher full-price sales because our product offers are working, and we are targeting some pricing actions with minimal impact to the consumer. To your question about 26, we are working through that. Some of the mitigation actions will continue. We believe the brand momentum continues. The brand has never been stronger. This year, it's all about center of culture, driven through music. We've got a partnership with Beyonce. We've got a partnership with different musicians around the world. Think Diljit Dussan in India. Think different influences in Europe, et cetera. Maybe I can jump in there quickly.

31:07We'll ask about the music partnerships in a second. Just wondering, in terms of earnings, of course, an interesting thing is happening right now. We were expecting tariff clarity by July 9th. Now we're hearing from the White House it's going to be August 1st and that won't be moved. But, of course, you are on the lucky side that you have already reported earnings. Still, at the same time, you gave an outlook. You provided commentary about what you're thinking about the future. and you're doing that in an environment where we're hearing tariff announcements from the White House basically on a quasi-daily cadence.

31:39How confident and comfortable can you be as CFO to provide forward guidance at this point given that the tariffs are still such a moving target? Yeah, you know, a couple of things give us confidence, Nina. Number one, the momentum that we're entering the second half. It's been sustained over the last three quarters. The second is our product offers. The consumer so far has been resilient. Our customers, our wholesale retailers, are still buying our products, especially our new product. And because we are a global company, international, for example, has been fairly strong. So as we manage through the uncertainty, we are trying to do it thoughtfully.

32:25We don't take anything for granted. You know, our view is you've got to continue to earn the trust with our consumers every day. And, you know, especially in moments of crisis, consumers tend to gravitate to brands that are relevant and also, you know, brands they trust. And, you know, because we have been around for 170 years, navigated different crises, that's really been the genesis of why we think we can manage through it. You know, we talked about the impact. We talked about actions that we're taking to mitigate that. And more importantly, we are doing different scenarios. I mean, yesterday after earnings, when we received news about certain tariffs, we went back and game plan that through another scenario.

33:13So we're working through different scenarios. The other piece that gives me more confidence is the agility of our supply chain and our teams around the world. And, you know, let me pause here. here. I hope that addresses your question. Yeah, Harmeet, you mentioned a music partnership that we, of course, all know, Beyonce, and this was a really major deal for Levi Strauss. I mean, you mentioned the brand being relevant. I was just at the Cowboy Cotter concert on Friday, and I look around, there's Levi's everywhere. How influential was this partnership to the company, and how much of an impact did it have on sales?

33:46Yeah, it's been really important. You know, We have had a relationship with Beyonce for decades. She's an icon. She's in the center of culture. And we are just privileged and honored that she chose us for this partnership. It's had an impact. Our women's business is on a roll. We have doubled the business over the last many years. The partnership really accelerated there. We are nowhere near done. We think we can double our women's business. Our women's business is about a little less than 40 % of our business. When I joined the company 12 years ago, it was about 20%. We think that our women's business can be about, you know, half our business.

34:28And I would say the partnership is important. Her styles and what she's wearing, you know, you see the products right now on the screen. They're selling really well. You know, take the Beyonce hat. You know, I was in Europe, you know, early June. And, you know, I was hearing stories of consumers wanting to wear and shop the hat. and the product before they went to the Beyonce concert. They come to our store. We have store managers who help customize the product. Emily, who runs our store in Regent Street, is a great example. And so from my perspective, building and coming up with these memorable moments for our consumers is what connects us with our fans and makes a big difference.

35:13We should note Harmeet Singh, who we're speaking to now, he's Chief Financial and Growth Officer at Levi Strauss. If you're listening on radio, he's dressed head to toe in Levi, but he's not actually wearing the Beyonce hat right now. So next time he joins us, he can shoot for that. I'm sure he'd look great in it. Harmit, you talked about the importance of your supply chain. I'm curious to see what you're hearing from suppliers. We've seen about a 10 percent decrease in the dollar against major currencies around the world since the beginning of the year. Are you seeing any demands from suppliers to be paid in local currencies to not carry some of that currency volatility that has come with the dollar?

35:54Yeah, no, you know, we have tenured relationships. We source from about 28 countries. You know, relationships are deep, have been there for a long, long time. Currencies go up and down. There are times when the dollar is weaker, there are times when the dollar is stronger. and I think our suppliers, our vendors and our partners are used to that. So we're not seeing any pressure to change it into local currency because people have lived through pieces. The more important thing is what goes into the production and manufacture. Cotton is a big piece. And cotton as a commodity has actually traded down And that also helps offset some of the currency pressures.

36:44And because volumes have been a big piece of what's driving our growth, you know, and we're thinking long. And, you know, and we believe we can sustain the growth at mid-single digit over a period of time. I think that's what helps us ensure that it's a win-win both for our manufacturers and vendors as well as the brand. And so I think that's how we're dealing with it, Nina. So while Levi is focusing on direct-to-consumer, the wholesale channel is also growing, right? What kind of retail is specifically doing well for the company? Department stores or more so e-commerce? Yeah, so it's the magic of the end.

37:24It's great to see our stores perform well, our e-commerce perform well, and wholesale. And, you know, I mentioned jokingly within the company, it's a great trifecta on DDC. We're growing comp sales. We just reported our 13 consecutive quarter of comp sales growth. We're opening doors. So we're increasing our market reach. We have 3 ,200 doors right now. We're adding 50, 60 a year. And we're growing e-commerce in the mid-single digit. Beside all this, wholesale is also growing. And where DDC first really helps, Nora, to your question, our wholesale customers see the new product, which is introduced in our direct-to-consumer stores, see how the performance is doing, and in a lot of cases, it's working.

38:15And that gives them the confidence to buy into the product. So wholesale customers are growing, largely because DTC is growing. They're seeing the product introduction. Excuse me. They see things working, and that makes a big difference. And also with our wholesale retailers, our relationships have been here for a long, long time. Harmi, we only have 30 seconds left, but given the tariff uncertainty, are you having serious discussions about moving any production or more production or any production, excuse me, to the United States? No, Tim. You know, 98 % of all apparel sold in the U.S. is actually imported.

39:01So, you know, that's not a conversation that's happening. We believe long term the tariff uncertainty will clarify and settle well, where the consumer in the U.S., you know, doesn't pay the cost of the incremental tariffs. And companies like ours, different apparel companies continue to grow their businesses in the U.S. Harmeet, always good to see you. Thanks so much for taking the time and joining us on Bloomberg Businessweek Daily this afternoon. That's Harmeet Singh, Chief Financial and Growth Officer at Levi Strauss & Company. Also, Bloomberg News Senior Editor Nina Tretman. She's the author of the Bloomberg CFO Briefing newsletter.

39:42You can sign up for it if you haven't already at Bloomberg.com slash CFO Briefing. This is the Bloomberg Businessweek Daily Podcast. Available on Apple, Spotify, and anywhere else you get your podcasts. Listen live weekday afternoons from 2 to 5 p.m. Eastern on Bloomberg.com, the iHeartRadio app, TuneIn and the Bloomberg Business app. You can also watch us live every weekday on YouTube and always on the Bloomberg Terminal.

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From the publisher

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President Donald Trump threatened a 35% tariff on some Canadian goods and raised the prospect of increasing levies on most other countries, ramping up his trade rhetoric in comments that weighed on stocks and boosted the US dollar.

The tariff level on Canada would take effect from Aug. 1, the president said. The announced rate is an increase from the current 25% tariff that’s imposed on US imports from Canada that aren’t shipped under the terms of the US-Mexico-Canada Agreement.

“Fentanyl is hardly the only challenge we have with Canada, which has many Tariff, Non-Tariff, Policies and Trade Barriers, which cause unsustainable Trade Deficits against the United States,” Trump said in a letter to Canadian Prime Minister Mark Carney, posted on social media Thursday.
Trump’s announcement on Canada came as he told NBC News on Thursday that he’s also eyeing blanket tariffs of 15% to 20% on most trading partners. The current global baseline minimum tariff rate for nearly all US trading partners is 10%.

Today's show features:

  • Bloomberg News Senior White House Correspondent Josh Wingrove on President Donald Trump's latest tariff announcements against Canada and his exclusive on Vietnam’s trade war response.
  • Ann Miletti, Head of Equity Investments at Allspring Global Investments on the market outlook heading into earnings season
  • Bloomberg News National Security Reporter Nick Wadhams on the latest developments from the War in Ukraine and the report that North Korea is supplying as much as 40% of Russia's ammunition
  • CFO Briefing with Harmit Singh, Chief Financial and Growth Officer of Levi Strauss & Co. and Bloomberg News Senior Editor Nina Trentmann

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