More from EMARKETER about tariffs but really about brand building in any economy:

as a brand you can no longer rely on undercutting your competition and tariffs only underscore that. You need to make sure that you have a loyal customer base or you’re trying to have a loyal customer base because you’re not going to be able to slash prices forever.

It used to be: better, faster, cheaper; pick 2

But faster and cheaper is pretty much impossible to achieve now, so you need to be better in some way.