Struggling clothing brand needs more Ivanka, less Trump, mall shoppers say
The Ivanka Trump clothing and accessories brand has been highly visible in headlines and on television this past week. But in North Jersey stores, you have to look pretty hard to find it.
While stores, including Macy’s, Lord & Taylor, T.J. Maxx and Marshalls, still carry the brand, at most retailers it isn’t being given star treatment in the aisles or even its own display racks.
“Ivanka Trump? You mean the dresses?” said a salesclerk at Macy’s in Paramus, when asked about the line. “I think there are some over there, way in the back.” Store employees said the line – which made the news when President Trump assailed Nordstrom on Twitter for dropping the Ivanka brand, and then when his adviser Kellyanne Conway urged supporters to buy it – isn’t triggering boycotts or political battles in Macy’s dressing rooms. Rather, it is being met with something retailers fear far more – a lack of interest.
Marketing experts said the brand’s troubles aren’t just political. The biggest problem facing it, they said, is an identity crisis. The Ivanka Trump brand must address the critical existential questions all celebrity brands must be able to answer – who are you, and what […]