Ivanka Trump Getting Last Laugh Against Knee-Jerk Retailers

Mar 09, 2017, 00:29
Ivanka Trump Getting Last Laugh Against Knee-Jerk Retailers

Nordstrom provoked the wrath of the president after the department store dropped Ivanka's fashion line, citing poor sales.

Ivanka Trump's fashion line may be missing from some store shelves but the brand reported record sales since the beginning of February.

But previous year, Ivanka's brand came under the microscope thanks to the #GrabYourWallet boycott of Trump goods and other businesses with ties to the family.

But as the old adage goes: "Bad publicity is better than no publicity" - with sales skyrocketing, brand rep Klem added: "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".

"It's unprecedented what this brand is dealing with", she continued.

The controversy got a new twist, after senior White House adviser, Kellyanne Conway also urged "Fox & Friends" viewers to "go buy Ivanka's stuff" in a televised interview from the White House briefing room.

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Lyst, an e-commerce aggregator which tracks purchasing data from thousands of retailers, found the brand's sales increased by 346 per cent between January to February of this year. Sarah Tanner, Lyst's US spokeswoman said in a statement. For example, sales for Ivanka's line of footwear apparel and accessories on the site saw an 86 percent increase in for November during her father's presidential win.

Sears and Kmart, for instance, removed a small number of Trump-branded products from their websites last month, though they continued to offer hundreds of Trump and Ivanka Trump items online from third-party sellers.

Increasing numbers of stores have dropped the line launched by Ms Trump, the President's third child who is said to be his "favourite", in the wake of the boycott.

Though the e-commerce aggregator was founded in the United Kingdom, 60 percent of its users come from the States, and a rep for the company says that the vast majority of Ivanka Trump shoppers are based in the US.

The collection said they had some of the highest performing weeks since the brand was launched last month. The brand also reportedly increased 557 percent in February compared to the same month past year.

This kind of product placement might be the reason why sales have soared.