Ivanka Trump sales boom in February
- Author: Wendy Palmer Mar 12, 2017,
Mar 12, 2017, 0:56
Sales of the fashion line dropped 26 percent in January but surged online in February, growing by some 207 percent, including 332 percent growth on Amazon, which replaced Nordstrom as the brand's top retailer.
Lyst, a British e-commerce website that sells thousands of different brands, said sales of Ivanka Trump products increased 346 percent between January and February, while sales of the brand are up 557 percent over previous year. January 2017 the brand was #550 in order count, and showed an incredible sales increase of 346% from January 2017 to February 2017. The biggest spike, according to Lyst, came on February 9, when sales jumped by 219 percent from the day before.
But, some critics say the bump came after Trump Senior Advisor Kellyanne Conway promoted the brand on Fox and Friends, much to the dismay of the Office of Government Ethics.
"Ivanka Trump brand has never ranked in as a top seller on our site", Lyst's USA public relations director Sarah Tanner said.
That philosophy is also ringing true for Ivanka Trump, who proved that spending weeks in the headlines can really pay off for one's business.
"To see such an extreme spike in one month is completely unheard of and came as a huge surprise to us", the United States spokesperson for the London-based company Sarah Tanner told Fox News on Wednesday. The brand's sales at Macy's (M) were also up 148%, and 29.5% at Bloomingdale's, according to Slice.
One expert in brands of this type said that while it was possible the Trump brand was given a short term explosion of sales from press coverage, the brand was going to grow anyway, particularly outside the U.S. now that the namesake is linked to the glamour of the U.S. White House. These figures, however, appear to have plateaued, as sales began "tapering off" toward the end of last month.
REUTERS/Chris HelgrenIvanka Trump-branded blouses and pants are seen for sale at off-price retailer Winners in Toronto, Ontario, Canada, Feb. 3, 2017.
Nordstrom's stock is actually up 4% over the last 30 days, but it's still down 7% year to date. "And then I think a lot of other people feel like, 'Oh, I didn't know Ivanka had a shoe line.' 'Oh, I didn't know she had a handbag line.' And they're buying it".
Another potential driver, Tanner added, was the President's tweet last month about Ivanka having been "treated so unfairly" by Nordstrom.