What Luxury Sells in a Trade War? Not the Bold Designs Brands Were Banking On
As the global economy faces a downturn and the likelihood of a recession rises, luxury fashion brands are struggling. The trend of "quiet luxury," which has dominated since 2019, where consumers favoured understated, high-quality clothing, is losing appeal. Brands like Hermès, Brunello Cucinelli, and Rolex are seeing low online engagement, while flashier, trendier brands are gaining traction. The luxury sector is under pressure after relying on price hikes during the pandemic, which alienated middle-income shoppers. Some brands, such as Miu Miu and Louis Vuitton, have seen success by embracing bold designs. However, President Trump's tariffs, particularly the 20% levy on EU imports, are likely to increase prices and hurt demand, especially in key markets like the US and China. While creative innovation is planned, the timing is challenging, as the economic climate makes luxury goods less attractive to many consumers. Investors may find comfort in established "quiet luxury" brands, which historically have performed well during economic downturns.