Sep 29, 2017
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Ivanka Trump brand goes DTC

Sep 29, 2017

In the aftermath of being dropped by certain retailers, the Ivanka Trump brand has begun selling its handbags direct to consumers through its own e-commerce site this week.

Ivanka Trump

This is the Ivanka Trump brand's first direct to consumer move. It comes after the brand announced plans in July for a brick and mortar store that will be located in the lobby of New York's Trump Tower.

Previously Ivanka Trump's line was available only at retailers including Nordstrom, Nordstrom Rack, TJMaxx, Dillards, Neiman Marcus and Lord & Taylor.

Nordstrom dropped the brand earlier this year citing poor performance. Despite the President criticizing Nordstrom's decision as "unfair," the Seattle-based company said the decision was not related to Trump politics. Nordstrom's decision, however, came around the same time that the "Grab Your Wallet" movement to boycott all things Trump related hit its peak.

During the consumer boycott, TJMaxx instructed its employees to remerchandise Ivanka Trump product throughout stores and remove any brand signage advertising it. Neiman Marcus, Shoes.com, Jet, Gilt, Shopstyle and Belk all dropped Ivanka Trump as well.

More recently, Ivanka Trump's brand has been embroiled in legal actions. A trial date has been set in the Aquazzurra copyright infringement case, and the brand has been in the center of factory and labor controversy. There have also been rumblings about its involvement in receiving subsidies from foreign governments.

Ivanka Trump stepped down from her official role at the brand in January so that she could become a White House advisor. Since that time, Abigail Klem has led the brand through its rocky retail road. Going direct to consumer is the brand's best hope for continued growth as an independent retailer.

Currently only handbags are offered on the Ivanka Trump website. Customers are directed to remaining retail partners for apparel, shoes and jewelry. The Trump Tower Ivanka Trump store is slated to open this fall.

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