This Sneaker Brand Keeps Raising Prices—and Consumers Don’t Seem to Care

The Wall Street JournalTuesday, November 25, 2025 at 3:00:00 AM
This Sneaker Brand Keeps Raising Prices—and Consumers Don’t Seem to Care
  • The Swiss sneaker brand On has successfully outpaced Nike in the market and is now focusing on overcoming tariff challenges while continuing to raise prices without losing consumer interest. This strategy reflects a strong brand positioning and consumer loyalty despite rising costs.
  • On's ability to maintain consumer demand amid price increases is significant as it indicates a robust brand appeal and market confidence, which could lead to increased profitability and market share in a competitive landscape dominated by larger brands like Nike.
  • This development occurs against a backdrop of fluctuating global markets, where companies are grappling with the impacts of tariffs and changing consumer behaviors. While some retailers face challenges due to economic volatility, On's performance highlights a contrasting trend of resilience and adaptability in the sneaker market.
— via World Pulse Now AI Editorial System

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