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Who Still Stocks Ivanka Trump?

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Who Stocks Ivanka Trump Now?

In February, after Nordstrom said that it no longer planned to stock Ivanka Trump products, there were a few big questions at the fevered intersection of politics and fashion. Should retailers let politics sway their buys? And, more practically, which stores would follow suit and dump the brand?

Nordstrom said that it was cutting ties with Ivanka Trump because of poor sales, but the label had also become a lightning rod for consumers’ feelings about the new president, simultaneously the target of boycotts and shopping sprees.

Numbers from the e-commerce aggregator Lyst show that growth in Ivanka Trump’s order volume peaked massively in February. That month, transactions for the brand were up a stunning 771 percent from February 2016.

Here we are in September, and that burst of interest has cooled significantly. Lyst says that Ivanka Trump’s order growth dropped to 288 percent in March, then to 114 percent in May, and then to 6 percent in July. By August, it was down negative 1 percent relative to the year prior.

According to the e-commerce tracking firm Edited, the rate of items selling out online at full price rose 32.8 percent for the overall US market between January and July. During the same time period, full-price sellouts were down 23.5 percent for the Ivanka Trump brand.

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Photo: Spencer Platt/Getty Images

A spokesperson for the Ivanka Trump brand says that the company’s 2016 revenue was up 21 percent over 2015, and that it expects to see continued year-over-year growth this year.

Meanwhile, the new fall collections are now in stores, and the list of retailers selling Ivanka Trump merchandise is largely unchanged. Amazon, Bloomingdale’s, Macy’s, Lord & Taylor, Dillard’s, and Zappos stock the brand. Saks Off Fifth doesn’t have any Ivanka Trump product listed on its site, but it carries it in stores. Belk stopped selling the brand online in February in favor of only stocking it in certain stores, and that’s still the case. After some back and forth, there’s no Ivanka Trump on Neiman Marcus’s site. Nordstrom hasn’t brought it back.

The national discussion about Ivanka Trump’s wholesale relationships has calmed down, but a conversation about its direct-to-consumer sales may take its place. Ivanka Trump is preparing to open a brick-and-mortar store this fall, which will be the only one of its kind and the company’s sole avenue for selling straight to its customers. (The products listed on the Ivanka Trump website simply link out to other retailers’ sites, where visitors can purchase them.)

For any brand, a new store is an opportunity to express without interference what it’s about and who its target shoppers are. For Ivanka Trump, such an occasion is made all the more important by the fact that for the last year, that narrative has been defined primarily by other retailers and by politics.

Ivanka Trump the brand is no longer supposed to be synonymous with Ivanka Trump the woman. To avoid ethics complaints while she works in Washington, Trump stepped down from her day-to-day role at the company ahead of her father’s inauguration in January, though she remains an owner. In a Refinery29 feature published in March, Ivanka Trump president Abigail Klem made it clear that the brand was working hard to distinguish itself from Trump. —Eliza Brooke, senior reporter


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Deal of the Day

For about a month now, Sephora’s been taking serious discounts on a select few popular products beginning Thursdays and running for a full week — or until items sell out, whichever comes first. It’s called the Weekly Wow, and this week’s products include Tarte’s Lights, Camera, Lashes 4-in-1 Mascara ($15 instead of $23), Lancôme’s Juicy Shaker lip oil in 16 different colors ($15 instead of $22), and First Aid Beauty’s Face Cleanser ($12). Shop online or in stores while supplies last.

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In the News
Retail Isn’t the Only Apocalypse

Before the internet, before Instagram, magazines were the arbiters of taste, a monthly resource for refining or inspiring a personal sense of style (and the ultimate dream job). It’s not news that old-school publications are adjusting to the dominance of digital media, but in the last seven days, some huge changes have gone down at leading fashion and lifestyle magazines.

Graydon Carter, the editor in chief of Vanity Fair, is stepping down after 25 years. Elle EIC Robbie Myers is leaving her role after 17, to be replaced by Nina Garcia. Nylon, the fashion magazine for cool teens, is shutting down its print wing and going digital-only. And Cindi Leive, Glamour’s EIC of 16 years, announced today that she is exiting the magazine. (On the news magazine front, Time EIC Nancy Gibbs is departing after four years.)

Who’s next, Anna Wintour?

It would probably be overkill to describe this spate of exits as a scrambling for lifeboats aboard a sinking ship, but that’s also how it looks. What’s certain is that the magazines on your local newsstand will be getting a makeover soon — that is, if you still buy them in print. Do you? If so, which ones, and why? Tell me about it. —Eliza Brooke, senior reporter

Where to Buy a Functional Raincoat That’s Actually Cute
Woman wearing a gray and orange raincoat.

While I’m not a big fan of the cold, I’d take snow over rain any day largely because getting wet on your way to go do something just really, really sucks. Since I can’t control the weather, it’s probably not a bad idea to join the ranks of responsible, prepared adults who own a raincoat instead.

After casually looking around for one, I realized there’s another plus side to investing in a raincoat besides staying dry: There have never been more (actually) cute options. From brands that specialize in waterproof jackets to chain retailers that happen to have you covered in that department, there are plenty of styles, colors, materials, and price ranges to choose from. Cory Baldwin, shopping editor

See our favorite places to shop for a raincoat >>

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