Ralph Lauren just got more expensive, here’s the real reason

Fans of Ralph Lauren, brace yourselves, your favourite all-American fashion house is about to get more expensive. The iconic brand, known for its timeless polo shirts and classic prep aesthetic, has announced yet another round of price hikes.

And this time, the reasons are both political and strategic.While many companies continue to adjust to the economic aftershocks of import tariffs introduced during the Trump administration, Ralph Lauren is making it clear: higher prices are not just a reaction, they’re part of the plan.

In a recent earnings call, Chief Financial Officer Justin Picicci shared that the brand will be raising its prices more significantly than originally expected.

Why? To help offset the ongoing cost pressures caused by US trade tariffs and to further align with the brand’s evolving consumer strategy.“We’ve been on this multi-year journey to shift our customer base towards less price-sensitive consumers, especially in the full-price channel,” said Picicci, according to The Wall Street Journal. Translation? Ralph Lauren wants to appeal to younger, high-income shoppers who aren’t fazed by a few extra dollars on the price tag.

This strategy appears to be working. In the first quarter of the year, the company saw an increase in both profits and overall revenue. Higher prices and lower cotton costs gave the brand a comfortable cushion, proving that premium positioning might just be the golden ticket in today’s turbulent retail landscape.Ralph Lauren had already scheduled a round of price increases for this fall. But thanks to the re-emerging tariff climate under Donald Trump’s proposed economic policies and the unpredictable cost of imports, those hikes will now be steeper and possibly extend into next spring as well.

To soften the blow, the brand has hinted at making adjustments to its global supply chain. However, don’t expect major relief at the register. For loyal Ralph Lauren customers, this signals a clear shift: the days of accessible luxury might be slipping further out of reach.What does this mean for you? If you’ve been eyeing that classic cable-knit sweater or limited-edition varsity jacket, it might be wise to shop sooner rather than later. Because one thing is certain, Ralph Lauren is redefining its place in the fashion world, and it’s doing so with a higher price tag.