Brexit is triggering a negative effect. Uncertainty is causing people to be very cautious, both individuals and businesses.
If MMC forecast a slowing down of sales then the rise will help keep turnover/profits at what they think is ok.
There will still be people with enough disposable income to indulge at higher prices, albeit fewer. It could be a balance of trade-off of volume versus profits with what they are projecting sales forecasts.
An analogy with tobacco tax revenue....still rose for years despite punitive tax. The hardcore kept buying.
This and the value of the £ are a difficult combination to manage.
