More Boycotts Hotter: Ivanka’s Apparel Brands Appealed Last Year

In the 2016 fiscal year (as of January 31, 2017), the wholesale income of the Ivanka Trump clothing brand increased by 61% from the previous year to $47.3 million. The above data comes from the annual report recently published by G-III Garment Group. G-III is the largest garment manufacturer and importer in the United States. It not only gave the "First Daughter and President Advisor" clothing brand, but also gave many American clothing brands such as Calvin Klein, Dockers, DKNY, VinceCamuto and Tommy Hilfiger. Provide OEM services. G-III included the Ivanka brand in the annual report as one of several brands that could increase the gross profit of the company's merchandise. However, this data does not reflect the level of sales of the Ivanka brand at the retail level.

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The aura of the "first daughter" of the United States can be said to be a double-edged sword for Ivanka. First of all, it was precisely because Trump's election to the final victory of the presidency that Ivanka such a niche brand is familiar to the American public. At the same time, Ivanka became a household name because she played a pivotal role in her father’s campaign. Due to the serious polarization of voters’ positions in the election, Ivanka incurred a lot of criticism. Many people criticized Ivanka as an opportunity to advertise for the brand. At last year’s Republican National Convention, Ivanka’s official tweet released a photo of her speech on stage. There is information on where to buy “Ivanka Lectures with the same paragraph” clothes.

In the recent boycott of Ivanka, the most fierce is the grassroots boycott campaign called “Catch Your Wallet.” It also lists several shopping malls that sell Ivanka brand apparel and recommends consumers to boycott it. .

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About two months ago, high-end superbrand Norstrom had stated that Nordstrom would remove the brand due to weak sales of the Ivanka brand. However, now it seems that the sales trend of the Ivanka brand is obviously contrary to the description of Nordstrom. In addition to Nordstrom, the brand discount store TJMaxx also terminated the contract to continue the Ivanka brand, while retailers such as Neiman Marcus completely suspended the brand.

At present, it seems that the sales of the Ivanka brand this year are still unknown. In February of this year, despite the overwhelming resistance of retailers such as Nordstrom, the sales of the Ivanka brand greeted a small upsurge. But now, the Ivanka-branded retail store is less and less, and with Ivanka accepting a zero-paying presidential advisor job, she is basically unlikely to continue participating in the brand's business activities.

Despite the impressive sales growth of the Ivanka brand, its share of the G-III group's business is still insignificant. In the previous fiscal year, G-III's total company sales reached 2.39 billion U.S. dollars, of which the Ivanka brand accounted for only 2%.

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