Although there have been recent controversies surrounding Ivanka Trump’s eponymous clothing line, it seems that despite the boycotts and backlash, her brand has not suffered any long-term effects. The women’s fashion line reportedly saw record sales despite calls to boycott the brand of President Trump’s daughter.
February was a chaotic month for Ivanka’s women’s clothing line.
Nordstrom announced that it had cut ties with the brand, citing a decline in sales. The company’s decision came amid growing pressure for retailers to drop Trump products or risk activist boycotts. Then, Neiman Marcus followed suit halting sales carrying Trump’s jewelry line on its website. Employees of T.J. Maxx and Marshalls were told to discard signage advertising her brand.
But did Nordstrom act too quickly amidst the controversy surrounding the Trump family? After Nordstrom made its decision, President Trump did not hesitate to tweet that his daughter was being “treated so unfairly,” though the department store denied it was a political decision.
My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person — always pushing me to do the right thing! Terrible!
— Donald J. Trump (@realDonaldTrump) February 8, 2017
As if things couldn’t appear more grim at the time, Senior White House adviser Kellyanne Conway also urged “Fox & Friends” viewers to “go buy Ivanka’s stuff” during a televised interview from the White House briefing room. The Office of Government Ethics recommended disciplinary action against Conway for the promotion, though the White House later decided there was no intentional wrongdoing.
According to e-commerce aggregator Lyst, from January to February, Ivanka Trump sales increased 346 percent, The brand’s sales in February increased 557 percent compared to the average orders in 2016.
“Since the beginning of February, they were some of the best performing weeks in the history of the brand,” Abigail Klem, the president of the Ivanka Trump brand, told Refinery29.
“For several different retailers Ivanka Trump was a top performer online, and in some of the categories it was the [brand’s] best performance ever.”
“We actually feel super optimistic because, I think, one, a lot of people support Ivanka, even across both political parties. And then I think a lot of other people feel like, ‘Oh, I didn’t know Ivanka had a shoe line. Oh, I didn’t know she had a handbag line.’ And they’re buying it.”
Before her father took office, Trump separated herself from the company she founded, saying she would “no longer be involved with the management or operations.” However, she still owns the company and receives payouts from a trust.