Ralph Lauren: Demand From High-End Consumers Will Support Price Increases

Core Viewpoint - Ralph Lauren plans to raise prices to offset tariff costs, supported by strong demand from high-end customers [1] Pricing Strategy - The company is assessing additional pricing actions for fall 2025 and spring 2026 to mitigate tariff impacts, building on proactive pricing already planned for 2025 in North America and Asia [2] - Ralph Lauren has increased its average unit retail (AUR) every quarter for the past eight years, with a high single-digit increase in AUR expected for the current quarter compared to the previous year [2] Brand and Quality Enhancement - The company has elevated its AUR by enhancing brand quality, adjusting geographic and channel mixes, reducing discounts, and selectively raising prices [3] - These strategies provide confidence in managing cost headwinds while maintaining strong pricing power [3] Consumer Resilience - Despite weakening consumer confidence in the U.S. and potential broader consumer pullback, Ralph Lauren's core consumers remain resilient [4] - The company has not observed changes in sales trajectories across its regions (APAC, EMEA, North America), with full-price sales continuing to grow [5] Market Context - The remarks from Ralph Lauren follow reports of soft demand from luxury conglomerate LVMH due to weaker consumer confidence in China and other markets [5] - In contrast, luxury group Richemont plans to limit price increases to avoid customer backlash seen by some competitors [6]