President Donald Trump’s turbulent first weeks in office have coincided with the decline of his daughter, Ivanka’s, clothing brand.
Ivanka Trump’s eponymous company, known for its formal pantsuits, handbags and heels, has been dropped by the likes of Nordstrom (JWN) and Neiman Marcus, with other off-price retailers like T.J. Maxx and Marshalls (TJX) instructing their employees not to display her products prominently and to strip the stores of Ivanka Trump ads.
Even before Trump’s election, the Ivanka Trump brand was becoming less relevant and growing out of touch with her target demo. That demographic, working professional women, is opting for comfortable athleisure over conservative dresses.
Of course, it also doesn’t help that her father is a polarizing figure, even igniting campaigns like #GrabYourWallet, which highlights companies that sell Trump-related products (and pushes consumers to stop buying them).
A NEW STRATEGY FOR IVANKA TRUMP’S BRAND?
“I think the brand can still succeed. The perfect venue is in-home shopping,” Jessica Bornn, an analyst at Merchant Forecast, a research provider for investors in retail, told Yahoo Finance.
“In a department store, Ivanka Trump products won’t stand out in a sea of hundreds of others. I think there are still people who like her formal aesthetic and that look, but not at the department store level. The only real avenue will be online or on TV,” she added.
Still, HSN, or the Home Shopping Network, (HSNI) has never carried Ivanka Trump products, according to a company spokesperson, and it seems highly unlikely that it would start now. Last week, the broadcast TV network pulled its Trump Home products from its offerings, citing a “decline in demand.”
Similarly, QVC (QVC) has no Trump-related products for sale. Earlier this year, QVC confirmed to the Washington Post it had discontinued the first lady’s line, Melania Timepieces & Jewelry.
The statement read: “At QVC, we pride ourselves on curating an ever-changing mix of products from thousands of brands for our customers to discover. As part of this, QVC has offered items from Melania Trump’s brand. At this time, QVC does not have an active relationship with the brand.”
If more retailers continue to drop Ivanka Trump’s line because of lagging sales, the company will have a hard time finding a home. While the brand could survive if it revamps its sales strategy, that’s still a longshot in a world where the Trump name has become a liability.
Melody Hahm.
Full story at Yahoo News.
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