Jin10 data reported on September 9 that a few clothing retailers, including Levi's, are forecasting the launch of more full-price products without discounts to test the willingness of wealthier consumers to spend, despite the rational effects of tariffs. However, so far, these retailers have not been disappointed. Levi's Chief Financial Officer Harmit Singh stated at the Goldman Sachs Global Retail Conference in New York on Wednesday that Levi's raised prices on some products in July, but demand has not slowed down. “Unlike before, we are fully increasing the sales of full-price goods,” he said. “Most of Levi's consumers have an annual income of over $100,000. We believe that this type of consumer generally has strong purchasing power.” Ralph Lauren and Under Armour's recent financial reports also show that they are inclined to adopt more full-price product strategies.
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