Retailers are slashing prices on Ivanka Trump‘s merchandise, WWD reported.
An analysis conducted by retail analytics firm Edited found that 44% of Ivanka Trump merchandise is currently discounted at online retailers. The average price reduction is 49%. The analysis comes just two weeks after Nordstrom announced that it would stop selling the first daughter’s fashion line due to low sales, drawing the ire of President Donald Trump.
Trump took a formal leave of absence from the brand ahead of her father’s inauguration as her husband, Jared Kushner, took on role as senior White House adviser. Her brand caused a stir in October, before the election, when women put pressure on retailers to stop selling her products to protest her father’s remarks about women as part of the #GrabYourWallet campaign.
But Nordstrom, Neiman Marcus and Burlington Coat Factory appeared to stop selling the products online just this month. Customers can still buy the products at a handful of other retailers, including Bloomingdale’s, Lord and Taylor, Macy’s, Walmart and Zappos.
“The Ivanka Trump line is not such a high performing brand that retailers will forfeit large profits by scrapping it,” Edited senior fashion and retail market analyst Katie Smith told WWD. “It’s too early to tell if the brand will struggle due to the recent boycotting — and that’s in part because it’s now linking to its stockists via its own website, which it was not back in October.”
Smith says she believes the brand will respond to the controversy by finding ways to “better harness the attention” and “sell direct to its shoppers.”
Ivanka Trump’s brand did not immediately respond to Motto’s request for comment.
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