Various department stores started to stop selling completely or distance themselves from the first daughter’s clothing line.
TJ Maxx, Sears, Kmart, Nordstrom and Neimann Marcus are among the entities that took steps to eliminate or remove advertising for the products.
According to the Boston Globe, employees were told to put the brand’s clothing items in the general merchandise rack, to take down signs for the brand and to minimize displays. The parent company of Marshalls and TJ Maxx, TJX, did not give comments on the reason for the change.
Other companies such as Sears, Kmart, Neimann Marcus and Nordstrom recently announced the discontinuation of the brand, or certain products of the brand, in their stores. Making the biggest splash is Nordstrom.
The department store claimed that performance rather than politics incited the decision to halt the selling of the brand. According to an article published in the Wall Street Journal on Feb. 11, Nordstrom’s sales of Ivanka’s clothing line fell 32 percent in the period leading up to the election.
The declining rates reached 70 percent for the brand during three weeks in October; but, the rates calmed down with a 26 percent decline in January of this year. On the contrary, for Nordstrom as a whole in the quarter ended Oct. 29, sales increased 7.2 percent. The rise in sales is a surprise due to the trying market.
According to NBC News, Nordstrom’s shares went up by 7 percent. The drama with Nordstrom and Donald Trump could have been an advantage for the company.
Both Trump supporters and anti-Trump movements started boycotts. According to the Wall Street Journal, an anti-Trump movement, ‘Grab Your Wallet,’ urges consumers to boycott not just the brand, but companies that sell the brand. On the other hand, Trump supporters tell others to boycott the companies that are discontinuing the clothing line.
First-year student Amanda Goffredo expressed her opinion on the issue. “I respect Nordstrom’s decision to no longer sell Ivanka Trump’s brand. They made a conscious decision to the drop the brand when it was no longer generating a proficient profit for the company.”
According to the Wall Street Journal, a senior advisor to President Trump, Kellyanne Conway, said “go buy Ivanka’s stuff.” This remark possibly could have broken ethical standards due to promoting a brand while working as an employee for the executive branch. Sean Spicer, the White House press secretary, remarked that Conway was spoken to on the matter.
President Trump took his opinion to twitter. He tweeted, “I am so proud of my daughter Ivanka. To be abused and treated so badly by the media, and to still hold her head so high, is truly wonderful!”
The president also directly mentioned Nordstrom.
“My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person—always pushing me to do the right thing! Terrible!”
The tweets and boycotts have stirred up the retail market. Despite Ivanka stepping away from management in her brand and only retaining ownership interest, her brand has been negatively affected.
The election has affected the economy as a whole but recently retail stores have made changes dealing with the president and his daughter.