Fashion Industry Curbs Black Friday Discounts to Navigate Tariff Impact

Fashion cuts back on discounts. Some of the big groups in the fashion sector have limited and, in some cases, completely eliminated the discounts planned for the coming dates, according to information compiled by Bloomberg. The aim is to reduce the impact of the tariff measures imposed by Donald Trump, president of the United States, in the last year.

Coach, the U.S. brand owned by Tapestry, has reduced its promotions ahead of Black Friday, which will take place on November 28th. Although tariffs are not the only reason, the company wants to ensure that its products look attractive enough to be sold at full price, the company said.

“Promotional activities continue in some sectors of the market, but we have deliberately chosen to move away from deep discounting in recent years,“ Todd Kahn, CEO of Coach, told Bloomberg. The brand is committed to offering new products and early access to its customers.

The United States expects to surpass the trillion-dollar mark in holiday shopping, while in Spain it has been down for three months

According to the same media, other large companies in the sector such as Nike, Levi Strauss and Ralph Lauren have also adopted similar strategies to reduce or eliminate promotions in order to maintain the exclusivity of their products. Black Friday kicks off a quarter marked by discounts, along with the Christmas season and winter sales, among others.

Despite fashion’s cautionary measures, fashion sales in the United States are not deflating. The country expects to surpass $1 trillion in purchases during the holiday season for the first time in history, albeit with slower growth compared to last year, due to weak consumer spending and macroeconomic pressures.