In a market where ultra-luxury brands are pushing price boundaries, brands like Coach and Ralph Lauren are finding success through strategic pricing and brand elevation. Despite consistent price increases, these brands have managed to enhance their market perception without alienating consumers, unlike higher-end luxury brands whose steep price hikes have led to minimal growth. This strategy has paid dividends, especially in European markets where both brands have seen significant growth. Meanwhile, brands like Michael Kors, which attempted rapid price increases without a solid strategy, faced significant sales declines.

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