The attempt to boycott Ivanka Trump has basically backfired
A month after many mainstream retailers blacklisted the 35-year-old’s brand, Ivanka Trump’s fashion and accessory range has seen record sales.
Yesterday the bigwigs at Ivanka Trump said they had one of the best performing weeks since the brand’s launch. “Since the beginning of February, we’ve experienced excellent sales and margin growth,” said Abigail Klem, the brand’s managing director. “For several different retailers and platforms, Ivanka Trump was a top performer, and in some of the categories it was a best performer.”
E-commerce aggregator Lyst confirmed the news, stating that in just a month’s time, Ivanka Trump revenues increased 346%. It also reports that February 2017 sales had jumped by 557% when compared to average orders a year prior. The brand was ranked as number 11 in sales on Lyst for February, a sharp increase from number 550 in January. “The Ivanka Trump brand has never ranked as a top seller on our site,” said Sarah Tanner, Lyst‘s PR director. “To see such an extreme spike in one month is completely unheard of and came as a huge surprise to us.”
The sales boost comes after the Grab Your Wallet campaign, a highly sneering effort to subvert all things Trump that asked shoppers to boycott retailers selling Ivanka or Donald Trump-branded products. As a result, Nordstrom announced in early February that it would no longer carry Ivanka Trump‘s categories, citing ‘poor product sales and negative brand recognition.’ Neiman Marcus also joined the ranks of Ivanka-rejectors, and stopped marketing the first daughter’s jewelry line on its website, while employees of T.J. Maxx and Marshalls stores were instructed to toss out any Ivanka Trump products.
According to the Independent, the reason for the parabolic spike in sales could be attributed to pro-Trump consumers’ decision to counter the politically-inspired boycott. “I bought a pair of her shoes, they are great and classy just like Ivanka. Boycott all stores that drop her line,” said one gung ho shopper on Twitter. “On behalf of the anti-Trumpers who boycotted the merchandise, I bought an Ivanka handbag. Shoes tomorrow,” boasted in another.
In retrospect, the boycott may have revived what otherwise would have been a tired and teetering brand. In the beginning of February, the Wall Street Journal reported that the brand’s sales fell by nearly a third in 2016. The WSJ cited internal Nordstrom data indicating that the brand was in ‘secular decline on a comp store basis’, and posted negative growth during the election.
Ivanka Trump announced in January she would be taking a formal leave of absence from the brand after her father became president, saying she would “no longer be involved with the management or operations” of the company.
For now, at least, it is clear that attempts to ostracize and demonize Donald Trump’s daughter is having the unintended consequence of ratcheting up her business.
Images via Ivanka Trump
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