US Luxury Brands Surge: Ralph Lauren, Tapestry & Expansion Plans

American luxury market shows resilience despite economic uncertainty

Published on Feb. 23, 2026

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The American luxury market is thriving, with key players like Ralph Lauren and Tapestry (parent company of Coach) reporting strong earnings and strategic moves to expand their presence, especially in major urban centers. Brands are investing in brand elevation, targeted marketing, and physical retail expansion to cater to an affluent customer base.

Why it matters

The performance of US luxury brands highlights the resilience of the high-end consumer market, even as broader economic forecasts remain uncertain. This trend has implications for the luxury retail landscape, as brands compete for market share and adapt their strategies to changing consumer preferences and shopping habits.

The details

Ralph Lauren revised its fiscal 2026 outlook upward, anticipating stronger revenue and improved operating margins, especially in China and major global cities. Tapestry's Coach brand saw a 25% jump in sales in the second quarter, contributing to a 14% increase in Tapestry's overall sales. Luxury brands are strategically investing in brand elevation and increasing their marketing presence in influential cities like Miami, Los Angeles, and New York. This focus on key cities extends to physical retail expansion, with Hermès planning a significant expansion of its Rodeo Drive flagship store in Los Angeles and Moncler doubling down on its presence in ski destinations like Aspen and Saint Moritz.

  • In February 2026, Ralph Lauren announced it was revising its fiscal 2026 outlook upward.
  • In the second quarter of 2025, Coach saw a 25% jump in sales, contributing to a 14% increase in Tapestry's overall sales.
  • In December 2023, Moncler opened a store dedicated to its Moncler Grenoble line in Saint Moritz.
  • In 2025, Kering acquired jewelry manufacturer Raselli Franco to bolster its industrial capabilities and reduce its reliance on the cyclical fashion market.

The players

Ralph Lauren

An American luxury fashion brand that experienced a significant boost during the 2025 holiday season, driven by a viral resurgence in popularity linked to its nostalgic aesthetic on social media.

Tapestry

The parent company of Coach, a key component of the Tapestry portfolio that saw a 25% jump in sales in the second quarter of 2025, contributing to a 14% increase in Tapestry's overall sales.

Hermès

A French luxury goods manufacturer planning a significant expansion of its Rodeo Drive flagship store in Los Angeles, signaling a long-term commitment to the American market.

Moncler

An Italian luxury outerwear brand that has doubled down on its presence in ski destinations, opening a second store dedicated to its Moncler Grenoble line in Aspen and planning a Fifth Avenue flagship in New York for later this year.

Kering

A French multinational corporation that acquired jewelry manufacturer Raselli Franco in December 2025 to bolster its industrial capabilities and reduce its reliance on the cyclical fashion market.

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What they’re saying

“Our Rodeo Drive store is becoming too small.”

— Axel Dumas, Executive chairman, Hermès (newsdirectory3.com)

“A lot of Americans have savings held in stocks. So if the market holds up well, it will keep driving growth in our sector. If there's a crash – say an AI bubble – we'll talk again.”

— Jean-François de Meo, CEO, Kering (newsdirectory3.com)

What’s next

Several luxury brands are slated to stage their resort 2027 shows in the United States in May, further cementing the country's importance on the global fashion calendar.

The takeaway

The performance of US luxury brands highlights the resilience of the high-end consumer market, as brands invest in brand elevation, targeted marketing, and physical retail expansion to cater to an affluent customer base. This trend has implications for the luxury retail landscape, as brands compete for market share and adapt their strategies to changing consumer preferences and shopping habits.