The Ivanka Trump fashion-line sales are now at one of its all-times highs, despite boycott calls.
Many shoppers claimed they were going to avoid Ivanka Trump’s clothing in protest of her father’s policies—brand sales were expected to decline as a result. But according to the president of the company, Abigail Klem, that doesn’t seem to be the case—demand has now skyrocketed.
In an interview with Refinery29, Klem said, “Since the beginning of February, they were some of the best performing weeks in the history of the brand. 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. … We actually feel super optimistic because, I think, one, a lot of people support Ivanka—even across both political parties,” Klem added. “And then I think a lot of other people feel like, ‘Oh, I didn’t know Ivanka had a shoe line.’ ‘Oh, I didn’t know she had a handbag line.’ And they’re buying it.”
And the figures are almost astonishing.
According to Lyst, sales increased by an unbelievable 346 percent from January to February.
In a statement to the media, Lyst’s US public-relations-director Sarah Tanner said, “We often noticed sales and search data are related to current events. During the presidential campaign last year, we saw a 460-percent increase in searches for pantsuits, which we likely tied to Hillary Clinton’s affinity for the style. In the same vein, the Trump brand has largely been in the news many times during February, and it wouldn’t be surprising to say that resulted in increased sales—in many calls for supporting the brand that we’ve seen online and throughout the last, couple of months.”
Ivanka Trump’s Eau De Parfum has been one of 2017’s big sellers thus far. The full-sized bottle and roll-on held the two top-selling spots on Amazon.
Tanner commented on the increase in demand: “Whether this is a long-term trend, we can’t say. We’ve tracked the sales from March thus far, and if sales continue, we’ll see an eight-percent increase (in relation to January sales), but nothing as large as what we saw in February. [But] it’s still stronger than it had been in January.”
Tanner also noted many shoppers “gravitated” more to heels and dresses. But all the brand’s categories saw a sales increase in February.
On January 11th, Ivanka Trump publicly stated she was stepping down from her posts at the Trump Organization and her fashion brand.
“When my father takes office as the 45th President of the United States of America, I will take a formal leave of absence from The Trump Organization and my eponymous apparel and accessories brand,” Trump wrote on Facebook. “I will no longer be involved with the management of operations of either company.”
One movement sparked another
The boycott didn’t really hurt Trump’s brand. As a matter of fact, it actually helped the brand sell a whole lot more.
The boycott effort(s) only sparked another, bigger movement to go buy Trump’s fashion line.
“And with that, there was also another movement to support the brand as well that we’re seeing,” Tanner said. “That’s definitely what we’re seeing here.”