...And who's down

"That Beyonce record is tight"... Old school prep retailer Ralph Lauren is urgently trying to convince Gen Z it gets them (the reliably polo-covered Baby Boomer crowd is slowing). But Ralph's stock dropped 7% on evidence its Instagram-friendly and "Family Is Who You Love" marketing campaigns aren't connecting in its home market of North America.

We take our sparkling water with a side of seltzer... That helped boost National Beverage Corp's stock seven times higher from 2014 to 2018, as its LaCroix was the only real option for soda-defiant Millennials. Now it's been downgraded by two analysts because LaCroix's mango-essence lifestyle faces serious competition from Pepsi (Bubly) and Coca-Cola (sparkling Dasani and Smartwater).

Trade, trade, go away... President Trump delayed tariffs on cars from allies in Europe and Japan and ended steel tariffs against allies Mexico and Canada. But one thing's clear: The trade war with China is here to stay. Here's who that hurts:

• John Deere stock fell 10% because China's not buying as many American soybeans. Plus, the Chinese steel that makes the tractors run like a deer now costs more.
• Caterpillar dropped 4% because China is the biggest construction nation in the world (and Caterpillar's backhoes need a home).
• Tesla dipped 10% to its lowest point in a year because China is its 2nd biggest market.