After what HSBC dubbed “greedflation” – substantial price hikes amid euphoric post-pandemic purchasing – European luxury goods are set to become even more expensive in the wake of the Trump administration’s tariffs.
“We expect all brands to implement price increases in single-digit percentage in the U.S. in the coming weeks and to identify cost-savings opportunities in their U.S. and global operations to mitigate some of the tariffs impact,” Thomas Chauvet, luxury analyst at Citi, said in research note Thursday, highlighting worse-than-feared tariff levels affecting Swiss watches and Thailand-made jewelry, and better-than-expected levels for such U.K. brands as Burberry.
Tariffs were announced at 31 percent for goods made in Switzerland, 20 percent for those made in Europe, and 10 percent for U.K.-made goods.
Chauvet noted that luxury stocks have eased 15 percent over the past month, the market pricing in at least a 10 percent downgrade to earnings per share due to the tariffs on European luxury goods and “recent signs of softening U.S. and global luxury demand.”
“The tariff impact to sector EPS might be overdone considering luxury companies’ intrinsic pricing power and relatively low price elasticity of demand,” Chauvet wrote. “However, how the U.S. (and global) luxury consumer responds to potentially reduced global economic growth remains unknown.”
According to Citi, the publicly traded companies with the highest revenue exposure to the U.S. in descending order are Birkenstock (47 percent of sales generated in the U.S.), Brunello Cucinelli (34 percent), Pandora (31 percent), Ferragamo (31 percent), LVMH Moët Hennessy Louis Vuitton (25 percent), Kering (24 percent) and Richemont (20 percent).
Brunello Cucinelli Fall 2025 Ready-To-Wear Collection at Milan Fashion Week
Courtesy of Brunello Cucinelli
Meanwhile, the stocks least likely to be impacted given lower U.S. exposure are Moncler (13 percent), Swatch Group (15 percent), Prada Group (16 percent), Hermes (17 percent), and Burberry (19 percent).
At midday in Europe, shares were down 12.4 percent for Pandora, 5.6 percent for Swatch, 4.6 percent for Brunello Cucinelli, 3.8 percent for LVMH, 3.5 percent for Kering and 3 percent for Hermès.
“Those companies with strong pricing power/higher-end positioning such as Hermès and Richemont might find it easier to mitigate the impact through pricing,” Chauvet noted.
Meanwhile, “weaker brands may decide to absorb a part of the cost instead of passing everything to the consumers which would then affect their gross margin,” Barclays said in a research note.
The bank estimated price increases across personal luxury goods at 4 to 10 percent since “tariffs are applied to the import price, rather than to the retail price.”
European fashion bodies started to weigh in, expressing dismay about the tariffs.
“The new tariffs the USA has applied on goods from the U.K. will be of great concern to British fashion brands, which will have to make the problematic compromise between raising prices or eating into already slim margins on U.S. sales,” said Caroline Rush, chief executive officer of the British Fashion Council.
She added that, as a result of tariffs, American fashion consumers will likely see prices rise on imported fashion.
“The U.S. is a key market for U.K. fashion exports, and any governmental action that could dampen U.K. trade or opportunity within the U.S. market should be avoided or reversed where possible. The BFC is working closely with the U.K. Department of Business and Trade to advocate for tariff-free entry for U.K. fashion goods into the U.S. market and to support global U.K. fashion exports.
“We will continue to voice the fashion sector’s concerns to the U.K. and U.S. governments. We encourage brands impacted by the change in the U.S. tariff regime to provide evidence and data to the BFC so we can make the strongest possible case,” Rush added.
