Playing the Long Game in Short-Notice Times


From Ralph Lauren’s Runway of Results to Swiss Watchmakers’ Ticking Tariff Clock

Fashion loves a good surprise — just not the kind that comes via a government decree.

This week, Ralph Lauren kept its winning streak alive, delivering another quarter of growth in a market where many peers are nursing headaches. Prices up, discounts down, margins healthier — all while attracting a younger, more global audience. Shares have risen an impressive 81% year-over-year, proof that consistency pays off in the markets as well as on the sales floor. It’s the result of years spent refining product, expanding categories, and building a brand proposition customers will happily pay for. In other words: they’ve been laying the bricks long before this market storm hit.

In Geneva, the mood was… less celebratory. Swiss watchmakers woke up to a 39% tariff on exports to the US — their single largest market. For Rolex, Omega, and Patek Philippe, it’s an alarm clock set far too early, with no snooze button. The question of “who absorbs the cost” isn’t academic; it’s existential for some. And when the hit comes overnight, there’s no time to sketch the strategy on the back of a napkin.

Both stories share the same moral: the best time to prepare for a shock is before the ground starts shaking. Ralph Lauren’s current strength is a decade in the making. The watch industry’s scramble shows what happens when disruption outruns preparation.

For the rest of us, the lesson applies — whether you’re running a global house or an emerging label:

  1. Diversify your audience and revenue streams while the sun’s still shining.
  2. Build pricing power through desire, not desperation.
  3. Keep a “what if” drawer stocked with strategies for your biggest risks.

Because the market will keep changing the rules without asking first. The ones who treat adaptability as a daily discipline — not a last-minute sprint — will be the ones still standing (and styling) when the next surprise arrives.

Kenneth Richard The Impression Portrait

And as much as fashion thrives on the next thing, August offers a rare pause before the September show crunch. If you can, take the time to recharge, gather your thoughts, and maybe even sketch a plan or two for your own “what if” moments.

May your August be long on inspiration, short on stress, and rich in good company.

Warm Regards,
Kenneth Richard
Chief Impressionist