Business
On Holding’s Aversion to Discounting Tested by Softer Retail Sales
On Holding built its brand around product enhancements and refusing to discount its shoes and apparel. Now, a more promotional retail environment is testing that discipline.
Brands and retailers are working to appeal to shoppers whose wallets have been stretched by higher costs for gas, beef and more. Some are cutting prices while others roll out more deals in hopes that budget-conscious consumers will make a purchase. At On Holding, there are no plans to slash price tags even after its weakest retail sales since going public in 2021 forced the company to soften its sales outlook.
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