Here’s Why Macy’s Might Axe Ivanka Trump Line

Department store chain Macy’s has come under increasing pressure to drop Ivanka Trump’s brand.

The latest development, which has brought yet another reason to worry about for the Trump family, comes in the wake of mounting pressure on companies having business relations with the First Family. If Macy’s does give in to the pressure, it would join companies such as Nordstrom and Neiman Marcus in the growing list of businesses that have severed their ties with Ivanka Trump’s brand following threats from the campaign Grab Your Wallet.

Last week, retailer Nordstrom had announced its plans to do away with Ivanka Trump’s products, citing poor sales. Texas-based luxury department store Neiman Marcus had also removed all Ivanka Trump jewelry from its website last Friday. Macy’s customers on its social media pages have asked the company to follow in their footsteps.

“Nordstrom dumped Trump, please follow suit,” read one of the many comments on the company’s Facebook page urging Macy’s to cut its ties with the Trump family. “I would never put plastic Ivanka Trump boots on my little daughter.”

According to some sources, it’s not just the customers who have pressurized the company to axe the First Daughter. Some of Macy’s employees are also reported to be “uncomfortable” with selling and marketing Ivanka Trump’s brand.

“Hopefully they stop. They can’t lose any more money than they already are,” an internal source of Macy’s was reported to have said to Business Insider.

Presently, almost all of Ivanka Trump’s branded items available on Macy’s website are being sold at a discounted price. While most of the Cincinnati-based company’s sales can be seen in relation to its store-wide sales, some discounts such as a $150 pair of shoes being sold for $37 are bound to raise eyebrows.

Ivanka Trump’s marketing director, however, seemed upbeat about the company’s growth prospects.

“The Ivanka Trump brand continues to expand across categories and distribution with increased customer support, leading us to experience significant year-over-year revenue growth in 2016,” Rosemary Young said in a statement. “We believe the strength of a brand is measured not only by the profits it generates but the integrity it maintains.”

The Trump family’s business came under severe backlash after a campaign started by Shannon Coulter, who is a brand and digital strategist, in October titled Grab Your Wallet started urging companies to shun business ties with Trump and his family. The movement had trended across social media with its #GrabYourWallet hashtag. If anything, the campaign has only gained momentum and public support ever since Trump’s election win.

Macy’s history with the family had, however, started before Grab Your Wallet came into the limelight. Last year, the company had decided to stop selling Trump’s menswear line that includes suits, ties, and accessories after the Republic Party presidential candidate had referred to Mexican immigrants as “rapists”.

The retailer has, nonetheless, continued endorsing Trump’s daughter’s brand, which could be the reason why Macy’s is trending in Grab Your Wallet’s “Top 10” list of the brands to boycott, besides earning the dubious reputation of being one of the “most boycottable brands” by the campaign.

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