Ivanka Trump’s fashion sales take off after Conway’s plug
Ivanka Trump’s products weren’t always the hottest items online.
In January, for instance, the first daughter’s fashion line ranked No. 550 based on the number of orders from Lyst, the biggest fashion e-commerce website in the world, according to Forbes.
That changed dramatically the following month.
Sales of Trump’s products skyrocketed in early February, making her Lyst’s 11th most popular brand. The biggest spike, according to Lyst, came on Feb. 9, when sales jumped by 219 per cent from the day before.
Yes, Feb. 9 — the same day that White House Counselor Kellyanne Conway promoted Trump’s clothing and jewelry line on Fox & Friends.
“Go buy Ivanka’s stuff is what I would tell you,” Conway said. “I’m going to give a free commercial here. Go buy it today, everybody.” And viewers did, apparently. Sarah Tanner, Lyst’s spokesperson, said increases in sales are usually tied to current events. Sales of the first daughter’s products went up by 86 per cent in November, when her father won the presidential election, according to the company. But the brand was “largely featured” in the news in February, Tanner said.
Conway gave her on-air endorsement of Ivanka Trump’s brand after U.S. President Donald Trump had complained on Twitter that his daughter had “been treated so unfairly” by the department store Nordstrom, which dropped her clothing line over slow sales.
Conway did not respond to an email requesting comment. The excitement on the brand, however, may be slumping. The company’s numbers show sales were gradually tapering off toward the end of February. March does not appear to be as remarkable, but sales are still on track to be better than they were in January, according to Lyst.
The Ivanka Trump brand also appears to have weathered an aggressive boycott campaign called Grab Your Wallet, which began in October and encouraged shoppers to avoid retailers that stock Trump-branded products.