Ralph Lauren has decided to raise prices, a belated and, perhaps, unwelcome realization to its loyal customers. Made public last week, this is a direct repercussion of the ever-continuing import tariffs put into effect by the Trump administration, which have, all in all, been detrimental to businesses across the nation.
In an endeavour to counter increasing costs, thebrand now plans to raise prices more stridently than primarily projected—adding to increases already lined up for this fall and the coming spring. “We have been working for years to shift our customer base toward those less sensitive to pricing,” said Chief Financial Officer Justin Picicci during a recent call with analysts.
This shift toward orienting a younger, more fashionable clientele has already revealed positive results, however. In the first quarter of 2025, Ralph Lauren reported elevated revenues and profits, driven by previous price hikes and declining costs pertaining to cotton. Still, the additional weigh down of new tariffs has forced the brand to take even stronger pricing measures aggressively
To soften the blow, Ralph Lauren plans to adapt its supply chain. Still, customers should brace for noticeable price increases across upcoming collections.
To help minimise the impact, Ralph Lauren is determined to make strategic modifications to its supply chain. However, shoppers can expect major price rises in the brand’s forthcoming collections.
Though the brand continues to do well, this move shines a light on the increasing economic pressures burdening US retailers. For down-the-line fans of the brand who grew up with the affordable prices, the change is one that may be difficult to reconcile with.
