
What is the real cost of prices?
It is questionable – not only because of political prejudices, but also because it is far from being simple to calculate the amount of statements that consumers end up paying.
However, it is possible to estimate how the price of the common items could increase under the various pricing proposals by President Donald Trump. For products like clothing imported from China and Vietnam, American buyers may have to pay much more.
To illustrate, the Alixpartners advice group has created price models exclusively for CNBC, examining the price of a men's sweater and men's shoes made in China and Vietnam before and after the announcement of the reciprocal “” “reciprocal” “of” “estimate assumes that the detailler maintains his previous levels of profitability and does not use any attenuation strategy costs, but rather to transmit prices to buyers in the form of higher price.
According to a current price of 30%, the price of a male cotton sweater and a pair of men's shoes made in China would both increase around 19%, according to Alixpartners. If Trump implemented the rate of 145% currently suspended on imports from China, the price of these same sweaters or shoes would increase approximately 90%.
Using a current 10% rate on Vietnam goods, the price of a sweater and shoes would both increase by around 8%. But under the levy of 46% of Trump now interrupted previously, the price of these items would increase approximately 35% each.
The models will not capture exactly how prices will affect consumers. However, they point out that the direct debits, even at their current levels, could make a major number on American households.
Buyers may not see such significant price increases for several reasons. Most large retailers use various strategies to compensate for as many costs as possible: Target CEO Brian Cornell, for example, said journalists increased prices would be the last option of the company.
The final rate rates could also be lower than those used in the models.
Retailers generally do not want to increase prices because it reduces demand. But they also have a fiduciary obligation towards shareholders to remain profitable. In terms of prices, Trump announced on April 2 on approximately 60 American trade partners, there is not much room for the country's retailers to “eat” the samples – as Trump suggests – when operational profit is around 5%.
Men's sweater made in China
Customers buy from a Gap store store on May 29, 2025 in Chicago, Illinois.
Scott Olson | Getty images
Alixpartners calculated the estimated costs by adding expenses such as production, tasks, prices and logistics. Here's how it breaks down.
Before April 2, a 100% cotton male sweater made in China could start at a cost of $ 6.80 to do. A price and a total rate of 41.5% were already in place for this sweater dispatched to the United States, adding $ 2.82. Then there is the cost of logistics and supply, which is still 95 cents.
Assisted, the total “cost” of the manufacture of this sweater was $ 10.57. To a target of a 65%typical margin, the retail price before April 2 would have been $ 30.
The graph below illustrates how the current rates and the highest possible prices would affect these costs.
Using the same margin of 65%, a consumer would pay a new price of $ 35.79 under current policy, an increase of 19%. With the full rate of 145% in place, the price was going to ball at $ 57.97, or a peak of 93% compared to April 2 for the same male sweater.
Male shoes made in Vietnam
A man is shopping in a Nike Outlet store in Los Angeles, California, April 10, 2025.
Frederic J. Brown | AFP | Getty images
Although the current rate levels and offered on Vietnam are not as high as those of China, the tasks could always be a major blow for retailers who get many shoes in the country. Nike Many of his products there and has already said that he would increase prices – although he did not blame the prices for the move.
The Alixpartners model shows how the prices could change the price of shoes made in Vietnam if a retailer passed the total cost.
Before April 2, a pair of men's shoes made in Vietnam could start at a cost of $ 29.50 to do. A total right of 20% was already in place for shoes shipped to the United States, adding $ 5.90 to the cost. Then there is the cost of logistics and supply, which costs $ 2.36.
Assisted, the total “cost” of the manufacture of this sweater is $ 37.76. At a targeted gross margin typical of 60%, the retail price before April 2 would have been $ 95.
Now look at what's going on when the current and proposed prices are taken into account:
Using the same margin of 60%, a buyer would pay $ 102.42 for shoes under current policy, a jump of 8%. With the highest price in place, the new price would be $ 129.14, an increase of 36% for the same pair of men's shoes compared to April 2.
How retailers prevent the worst case
It doesn't matter where the rate rates end, the largest companies aim to deploy certain mitigation strategies to amortize the impact on consumer prices.
The retailers can change the manufacturing locations in countries with a lower price – although this can take years. It is possible that foreign manufacturers can pay part of the price cost. Companies can also modify the type of product they carry or modify the features to reduce the cost. In some cases, retailers can explore other tax efficiency.
However, even Walmart – the largest retailer in the world in terms of income – warned that it might be impossible to absorb the entire tariff cost, at current levels or at higher rates.
Retail lobbies groups warn whether or not companies transmit the total dollar value of prices in the prices that consumers pay, like any economic model, there is always a “cost”.
Penn Wharton's budgetary model illustrates how even when companies and consumers share pricing costs, job losses will probably occur while retailers are trying to reduce the costs and decreases in GDP.
Another complicating factor when it comes to deciphering the true cost of prices is that large retailers like Walmart, Lowe's, Target and others said they could use “portfolio approach” for prices. This means that they could move the cost of the rate to an article where consumers are less likely to notice an increase.
