LyrArc Article Gist
Broughton, Williams and Maurer, WSJ, talk to companies that sell to the average American Skechers for shoes and Lee, Wrangler for jeans. Lee and Wrangler executives say price increases are an option, it all depends on the size of the DJT tariffs. 

In general companies will take the following actions in sequence of priorities. Move as much of the manufacturing away from high tariff targeted China to other countries. Wrangler and Lee are not faced with this problem as only 2% of products are sourced from China. Most of the jeans are made in Bangladesh and Mexico. Wrangler Lee brands will increase savings from efficiencies in supply chain by $100 million. This could put a squeeze on margins of local makers in Bangladesh, but also come from other savings.

For Skechers it makes 40% of products in china, 40% in Vietnam, and the rest in other countries. It will continue to shift away from China, into other countries. And price increases are a "high likelihood" say Skecher's executives. Most companies will try to reduce impact on margins, look for concessions from vendors, then weigh price increases.

How will Apple with its high margins respond is a question. It will accelerate the shift of making mobile phones and laptops to its operations in India.