Ivanka Trump’s female clothing brand has been dropped by US department store chain Nordstrom for “poor sales”, as buyers boycott anything to do with the US President’s family.
The decision comes after widespread backlash against the daughter of the US President for using her father’s press outings as an opportunity to promote her brand.
Nordstrom explained on Friday that the decision was based on the brand’s performance, but did not comment on why it thought sales had fallen, or by how much.
“We’ve said all along we make buying decisions based on performance,” the company said.
“In this case, based on the brand’s performance, we’ve decided not to buy it for this season.”
However, according to The New York Times, a spokesperson for Ivanka Trump disputed Nordstrom’s claim it had not purchased stock for the upcoming season. This could suggest that the line purchased the garments but chose not to sell them.
Nordstrom was a major stockist of Ms Trump’s label, which was launched in 2011 with a view to providing high end clothing at affordable price points.
Only four items from the brand remain on the store’s online site, all of them marked down by 40 per cent.
Ivanka Trump’s line continues to be sold at several other US stores including Bloomingdale’s, Lord & Taylor, Macy’s and Zappos.
Nordstrom’s decision to drop the line could be linked to the birth of the #GrabYourWallet campaign, started by anti-Trump campaigners who called on likeminded Americans to boycott products and services with links to the Trump family.
Supporters of #GrabYourWallet rejoiced on social media, promising to return to shop at Nordstrom stores now Ms Trump’s brand was gone.
— BeSeriousUSA (@BeSeriousUSA) February 3, 2017
— Lois Alter Mark (@loisaltermark) February 3, 2017
Back in November, Nordstrom was forced to respond to the Trump backlash on Twitter, writing: “We hope that offering a vendor’s products isn’t misunderstood as us taking a political position; we’re not.
“We recognise our customers can make choices about what they purchase based on personal views and we’ll continue to give them options.”
Ms Trump herself tried to counter the movement by distancing herself from the label and resigning from her operational and management roles in January this year.
In a letter posted to the Ivanka Trump website in November 2016, the company re-emphasised its commitment to “supporting women” with its #WomenWhoWork campaign.
“Our company’s mission is not political—it never was and it never will be—however, Ivanka, personally, has an increased opportunity to advocate for women and be a positive force for change,” the letter said.
“As a private citizen, with full awareness of her heightened visibility, she will broaden her efforts to take a stance on issues of critical importance to American women and families.”
Ms Trump regularly wore clothing from her own brand throughout her father’s campaign for president.
In November 2016, she was criticised when her jewellery company sent out an alert to media promoting the $US10,800 bracelet she wore in her father’s interview on 60 Minutes.
It is already happening: Trump Family Sees President of United States–as a Marketing Opportunity. pic.twitter.com/fa7AthLoBr
— Eric Lipton (@EricLiptonNYT) November 15, 2016
More recently, Ms Trump’s lavish lifestyle with her multimillionaire husband Jared Kushner also came under fire.
Shortly after her father issued an Executive Order halting travel to the US from seven majority Muslim countries, a seemingly oblivious Ivanka took to Instagram to post a photo of herself and her husband gearing up for a glamorous “date night”.
Many of Ms Trump’s followers slammed her for being out-of-touch and insensitive and a time of widespread political outrage over her father’s actions.
— Geoff Crawley (@VoiceOfThePhan) January 29, 2017