Ivanka Trump's Brand Is Doing Better Than Ever
Despite multiple retailers distancing themselves from her brand and #GrabYourWallet targeting her for a boycott, Ivanka Trump's line of clothing and accessories is reportedly doing better than ever.
According to fashion e-commerce site Lyst, which puts thousands of brands and stores together in one place for easier shopping, Ivanka's brand has gone from ranking 550th based on number of items sold to 11th - a 346 percemt jump month over month. And while at this time, the brand doesn't release any information about sales due to the fact it's privately held, president Abigail Klem has confirmed that the brand has been flourishing in a statement to USA Today.
“Since the beginning of February, they were some of the best performing weeks in the history of the brand,’’ she said. “For several different retailers, Ivanka Trump was a top performer online, and in some of the categories it was the ... best performance ever.’’
As multiple sources point out, the reason for this intense spike in sales is likely due to the amount of publicity the brand has received recently - particularly after Nordstrom announced that it would stop carrying the brand last month. Combined with President Donald Trump's angry tweet in response to the news and White House aide Kellyanne Conway's ethically questionable sales pitch on Fox News, the Ivanka Trump brand was very much in the spotlight for all of February and appears to have benefitted financially from it.
Furthermore, a lot of the uptick in sales is likely due to the "counter-boycott" from Trump supporters looking to show support for the first daughter's company in light of the #GrabYourWallet campaign. But as Sarah Tanner, a spokesperson for Lyst, explained in a statement, the effects of publicity don't last forever - and sales for the brand have already started slowing down.
“The Ivanka Trump brand was largely featured in the news during February for multiple reasons and it would not be surprising if that resulted in increased sales," she said. "It's fair to say the excitement is waning."
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