Levi’s and Aritzia: the elegance of full price for a loyal clientele

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In a world where fashion is constantly reinventing itself, Levi’s and Aritzia stand out as beacons of timeless elegance, embracing a bold full-price strategy. These iconic brands are testing the loyalty of their affluent customers, revealing a willingness to celebrate luxury beyond fleeting promotions.

A Bet on Loyalty

At the recent Global Retailing Conference, Levi Strauss’s Chief Financial Officer, Harmit Singh, shared that price increases had not dampened demand. “We are launching a full-scale offensive to sell more at full price than ever before,” he said, referencing a resilient consumer whose average income exceeds $100,000. Meanwhile, Aritzia’s Chief Financial Officer asserted that the impact of price increases had been minimal, proving that the high-end market remains robust.

While low-income consumers are desperately searching for good deals, wealthier clients continue to navigate the waters of luxury, largely unaffected by economic fluctuations. Beyoncé and other fashion icons are putting Aritzia in the spotlight, enhancing its exclusive appeal, especially during the holiday season when the brand opts for a week of targeted sales.

“We are testing what the consumer is willing to pay at full price,” said Alison Furman, a retail expert.

In an era of omnipresent promotions, these brands are redefining the rules of the game, proving that quality and loyalty surpass mere discounts. By focusing on a high-end clientele, they are paving the way for a new era where elegance is intertwined with strategy, inviting everyone to reflect on the true value of fashion.