Ralph Lauren, a cornerstone of American fashion and a major player in the men’s apparel industry, has made a decision that may dismay many of its devoted customers. The brand announced plans to raise prices more significantly than previously intended—a move largely driven by external economic pressures.
Like many U.S. businesses, Ralph Lauren continues to grapple with the lasting effects of import tariffs implemented under the Trump administration. In response, the company has decided to adjust its pricing strategy in an effort to absorb the financial impact of these tariffs.
The announcement was made by Chief Financial Officer Justin Picicci, who explained that the brand’s long-term strategy includes targeting younger and more affluent consumers who are typically less sensitive to price increases.
“We’ve been on this multi-year journey to shift our customer base towards less price-sensitive consumers, especially in the full-price channel,” Picicci said during a recent call with financial analysts.
This shift appears to be paying off. Ralph Lauren reported increased profits and higher revenue in the first quarter of the year, largely due to a combination of elevated pricing and reduced cotton costs.
Originally, the company had planned modest price hikes for the fall season. However, in light of the continued tariff challenges, Ralph Lauren now intends to raise prices even more this fall and again in the spring of next year. In parallel, the company is exploring changes to its supply chain to help mitigate the financial burden.
For many loyal customers, this news marks a disappointing turn. With prices set to rise and profits already on the upswing, shoppers may find it increasingly difficult to justify purchases from a brand long cherished for its timeless style and quality.
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