We would suggest that right now Markets are underestimating the impact of April 2 US Reciprocal Tariffs – aka Liberation Day monikered by the President.There is consistent and constant chatter around what is being referred to as The Dirty 15. This is the 15 countries the president suggests has been taking advantage of the United States of America for too long. The original thinking was The Dirty 15 for those countries with the highest levels of tariffs or some form of taxation system against US goods. However, there is also growing evidence that actually The Dirty 15 are the 15 nations that have the largest trade relations with the US.That is an entirely different thought process because those 15 countries include players like Japan, South Korea, Germany, France, the UK, Canada, Mexico and of course, Australia. Therefore, the underestimation of the impact from reciprocal tariffs could be far-reaching and much more destabilising than currently pricing.From a trading perspective, the most interesting moves in the interim appear to be commodities. Because the scale and execution of US’s reciprocal tariffs will be a critical driver of commodity prices over the coming quarter and into 2025.Based on repeated signals from President Trump and his administration, reinforced by recent remarks from US Commerce Secretary Howard Lutnick. Lutnick has indicated that headline tariffs of 15-30% could be announced on April 2, with “baseline” reciprocal tariffs likely to fall in the 15-20% range—effectively broad-based tariffs.The risk here is huge: economic downturn, possibilities of hyperinflation, the escalation of further trade tensions, goods and services bottlenecks and the loss of globalisation.This immediately brings gold to the fore because, clearly risk environment of this scale would likely mean that instead of flowing to the US dollar which would normally be the case the trade of last resort is to the inert metal.The other factor that we need to look at here is the actual end goal of the president? The answer is clearly lower oil prices—potentially through domestic oil subsidies or tax cuts—to offset inflationary pressures from tariffs and to force lower interest rates.‘Balancing the Budget’Secretary Lutnick has specified that the tariffs are expected to generate $700 billion in revenue, which therefore implies an incremental 15-20% increase in weighted-average tariffs. We can’t write off the possibility that the initial announcement may set tariffs at even higher levels to allow room for negotiation, take the recently announced 25% tariffs on the auto industry. From an Australian perspective, White House aide Peter Navarro has confirmed that each trading partner will be assigned a single tariff rate. Navarro is a noted China hawk and links Australia’s trade with China as a major reason Australia should be heavily penalised.Trump has consistently advocated for tariffs since the 1980s, and his administration has signalled that reciprocal tariffs are the baseline, citing foreign VAT and GST regimes as justification. This suggests that at least a significant portion of these tariffs may be non-negotiable. Again, this highlights why markets may have underestimated just how big an impact ‘liberation day’ could have.Now, the administration acknowledges that tariffs may cause “a little disturbance” (irony much?) and that a “period of transition” may be needed. The broader strategy appears to involve deficit reduction, followed by redistributing tariff revenue through tax cuts for households earning under $150K, as reported by the likes of Reuters on March 13.The White House has also emphasised a focus on Main Street over Wall Street, which we have highlighted previously – Trump has made next to no mention of markets in his second term. Compared to his first, where it was basically a benchmark for him.All this suggests that some downside risk in financial markets may be tolerated to advance broader economic objectives.Caveat! - a policy reversal remains possible in 2H’25, particularly if tariffs are implemented at scale and prove highly disruptive and the US consumer seizes up. Which is likely considering the players most impacted by tariffs are end users.The possible trades:With all things remaining equal, there is a bullish outlook for gold over the next three months, alongside a bearish outlook on oil over the next three to six months.Gold continues to punch to new highs, and its upward trajectory has yet to be truly tested. Having now surpassed $3,000/oz, as a reaction to the economic impact of tariffs. Further upside is expected to drive prices to $3,200/oz over the next three months on the fallout from the April 2 tariffs to come.What is also critical here is that gold investment demand remains well above the critical 70% of mine supply threshold for the ninth consecutive quarter. Historically, when investment demand exceeds this level, prices tend to rise as jewellery consumption declines and scrap supply increases.On the flip side, Brent crude prices are forecasted to decline to $60-65 per barrel 2H’25 (-15-20%). The broader price range for 2025 is expected to shift down to $60-75 per barrel, compared to the $70-90 per barrel range seen over the past three years.Now there is a caveat here: the weak oil fundamentals for 2025 are now widely known, and the physical surplus has yet to materialise – this is the risk to the bearish outlook and never write off OPEC looking to cut supply to counter the price falls.
Same tariff. Different earnings hit.
That is the key split for traders watching this earnings season. The US side is mainly about margin timing. The Asia side is about demand sensitivity. Not every export sector carries the same level of US demand risk.
TL;DR
- US companies may face margin pressure as tariffed inventory moves through earnings.
- Asian exporters may face volume pressure if US buyers reduce orders.
- The timing is different: US retailers may feel the impact later, while Asian exporters may see it earlier through weaker order books.
- Textiles, apparel and basic consumer goods are likely more sensitive to US demand.
- Semiconductors and AI hardware may be less directly exposed to US consumers, but still carry policy, capex and valuation risk.
The big picture
Tariffs are paid at the US border by importers. From there, the cost can move through the system in several ways: higher prices, weaker margins, lower supplier prices, lower demand or a mix of all four.
Research cited by the Kiel Institute and New York Fed suggests US buyers and businesses may be absorbing a significant share of the tariff burden. That matters because it changes where the earnings pressure shows up first.
For a US retailer, the problem is straightforward but uncomfortable. If the company raises prices, demand may weaken. If it absorbs the tariff cost, margins may compress. If it still has older inventory, the hit may not show up immediately.
For an Asian exporter, the pressure can arrive through a different channel. If US buyers become cautious, they may order less. The exporter may keep prices relatively stable, but factory utilisation falls, fixed costs are spread across fewer units and earnings pressure builds.
That is why this is not just a tariff story. It is an earnings timing story.
US companies: the margin problem
The US side of the tariff story is about cost absorption.
Retailers, apparel brands, consumer electronics sellers and appliance companies often rely on imported goods, components or packaging. When tariff costs rise, they may try to protect margins through price increases, supplier negotiations, sourcing changes or inventory management.
The challenge is that none of these are clean solutions.
Price increases can test consumer demand. Supplier negotiations may take time. Sourcing changes can be expensive or slow. Inventory timing can make the first result look better than the underlying cost trend.
This is why earnings calls matter. Management commentary around pricing actions, tariff mitigation, sourcing, vendor negotiations and inventory timing may reveal more than headline sales growth.
What to watch on the US side
These signals may provide useful context in upcoming earnings reports:
If margins hold while sales remain stable, companies may be managing the pressure. If sales rise but margins fall, tariff costs may not be passing through cleanly. If guidance becomes more cautious, the market may start pricing a delayed earnings impact.
Asian exporters: the volume problem
The Asia side is not always about exporters cutting prices.
In many categories, Asian suppliers operate in competitive global markets with limited pricing power. If US buyers reduce orders, exporters may feel the impact through lower volumes rather than lower unit prices.
That distinction matters.
A company can report stable prices and still face earnings pressure if factories are running below normal utilisation. Lower volumes can reduce operating leverage, delay capital expenditure and weaken guidance.
The highest-risk sectors are usually those most closely tied to US retail demand, seasonal buying cycles and low-margin production.
Which Asian sectors are most exposed?
1. Textiles and apparel
Textiles and apparel are among the clearest examples of US demand exposure.
These exporters are often tied directly to US retail orders, private-label contracts and seasonal buying cycles. If US retailers turn cautious, orders can be delayed, reduced or cancelled relatively quickly.
Risk is higher because margins are often thin, production is labour-intensive and buyers may have more power in negotiations.
Relevant export markets: Vietnam, Bangladesh, India, Indonesia and parts of China.2. Basic consumer goods
This includes toys, household goods, furniture, simple appliances and other discretionary or semi-discretionary exports.
These categories are exposed when US retailers reduce inventory or when consumers pull back from non-essential spending. Tariffs can add pressure if buyers try to push costs back onto suppliers.
Relevant export markets: China, Vietnam, Thailand, Malaysia and Indonesia.3. Electronics assembly
Electronics assembly is more mixed.
Lower-end consumer electronics can be sensitive to US household demand. Higher-value components or enterprise-linked electronics may be more resilient, depending on end-market exposure.
This sector can also be harder to read because supply chains are complex. A company may look like a technology exporter, but its actual earnings sensitivity may still depend on US consumer replacement cycles.
Relevant export markets: China, Vietnam, Malaysia, Thailand, Taiwan and the Philippines.4. Machinery and industrial goods
Machinery is less directly tied to US consumer demand than apparel or household goods. The risk is more about business investment.
If US companies delay capital expenditure because tariff uncertainty rises, machinery orders may weaken. However, order books can provide some buffer, and specialised products may have more pricing power.
Relevant export markets: Japan, South Korea, China, Taiwan and Singapore.5. Semiconductors
Semiconductors are less directly exposed to US retail demand than textiles or consumer goods. Demand is often tied to broader technology cycles, autos, industrials, cloud infrastructure and AI investment.
That does not make the sector risk-free. Tariffs, export controls, geopolitics and a weaker global capex cycle can still affect earnings expectations.
Relevant export markets: Taiwan, South Korea, Malaysia, Singapore and parts of China.6. AI hardware and data-centre supply chains
AI hardware is more tied to cloud capital expenditure and data-centre buildouts than day-to-day consumer spending.
The risk is different. It is less about US shoppers buying fewer goods and more about whether AI capex expectations remain realistic, whether policy restrictions expand and whether valuations already price in strong growth.
Relevant export markets: Taiwan, South Korea, Malaysia and advanced electronics supply-chain hubs.A simple sector risk map
Why timing matters
The US and Asia timelines may not line up.
A US retailer may still be selling older inventory, so the tariff impact can be delayed. Margins may hold in one quarter, then weaken as new tariffed inventory becomes a larger share of the sales mix.
An Asian exporter may see the pressure earlier if US buyers reduce orders before the cost hit appears in US consumer prices.
That creates a split earnings map:
- US side: delayed margin pressure.
- Asia side: earlier volume pressure.
- Policy side: tariff exemptions, pauses or escalations can change the setup quickly.
The mistake is assuming a clean and immediate tariff impact. A strong US retailer result does not automatically mean tariff pressure is gone. It may only mean older inventory is still flowing through. A stable Asian exporter margin does not automatically mean demand is healthy. Volumes may be weakening beneath the surface.
What to watch next
On the US side, gross margins, inventory commentary, same-store sales and second-half guidance may provide useful context.
On the Asia side, export volumes, factory utilisation, order backlogs, working capital and capital expenditure guidance may be more relevant.
Across both regions, tariff policy remains the swing factor. Exemptions, pauses or new restrictions could quickly change market expectations.
Sector charts may provide additional context on whether market pricing is aligning with the earnings narrative, but they should be read alongside company commentary and macro data from the economic calendar.






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