REUTERS, New York

A handful of apparel retailers, including Levi Strauss, are teasing more full-priced products, testing how much wealthier shoppers are willing to pay despite the sobering effect of tariffs.

They have not been disappointed so far. Levi’s raised prices on some products in July but saw no slowdown in demand, the denim maker’s chief financial officer, Harmit Singh, said at the Goldman Sachs Global Retailing Conference in New York on Wednesday.

“We are making a full-court press in selling higher full-price sales than we have done in the past,” he said. “The Levi’s consumer largely earns $100,000 and over. And that consumer we are seeing is generally resilient.” Ralph Lauren, Under Armour and Abercrombie & Fitch are also leaning into a more full-price strategy, they said, in recent earnings disclosures.

While lower-income households are as US President Donald Trump’s trade war has forced companies , wealthier consumers are buying steadily, largely unaffected by the cooling labor market.

Stock market gains and low credit card debt have bolstered the . According to Moody’s Analytics, the richest 10 percent of Americans - those earning at least $250,000 a year - now account for half of all consumer spending.

“We’ve been shifting our business towards a more elevated full-price consumer base, and this has served us well as our core consumer around the world remains resilient,” Ralph Lauren CEO Patrice Louvet said in early August.

Under Armour’s CEO Kevin Plank said in August the company was considering bumping up prices for the “embedded consumer who we do have pricing power with,” referring to loyal customers. “We’re seeing success testing new key items at full price, including our $45 Self-form hat and our heat gear collection are both strong examples.”

And if that strategy doesn’t work, better consumer-tracking technology now allows retailers to pivot quickly and offer targeted promotions, helping them generate higher profit margins, said Kate McShane, managing director at Goldman Sachs.