Katherine Melchior Ray

  • WASHINGTON, DC – APRIL 3: U.S. President Donald Trump speaks to members of the media before boarding Marine One on the South Lawn of the White House on April 3, 2025 in Washington, DC. Trump spoke a day after announcing sweeping new tariffs targeting goods imported to the U.S. on countries including China, Japan and India.(Photo by Andrew Harnik/Getty Images)Commentary

    Trump’s tariffs mean brands will lose customer loyalty—and winning it back is incredibly hard

    By Katherine Melchior Ray and Nataly Kelly