Firm declares Ivanka Trump brand is booming

Sales of Ivanka Trump’s line surged in February despite stepping down from her brand as her father, US President Donald Trump, moved into the Oval Office. Data from Slice Intelligence confirmed that Ivanka's brand is booming.

Per the fashion firm, online sales of the first daughter’s brand rose 207 percent last month. It’s a surge from its performance in January, in which it dropped 26 percent in its online sales.

Based on an analysis of email receipts by the fashion firm, online sales of Ivanka’s line specifically surged on Amazon in February. Amazon has reportedly replaced Nordstrom, which previously dropped the brand, as the largest seller of Ivanka products.

Abigail Klem, president of Ivanka’s clothing line, says it has seen "some of the best performing weeks.” She said most products are sold to women in New York, California and Texas. In an interview with fashion magazine, Refinery29, Klem refused to provide specific sales figures. An e-commerce website, however, also backed up the claim.

Lyst, a London-based e-commerce website, said sales of Trump products rocketed in February. It said sales rose 346 percent from January to February this year. "To see such an extreme spike in one month is completely unheard of and came as a huge surprise to us," Sarah Tanner, Lyst's US spokesperson, said.

Macy's is now the second largest seller of the first daughter’s brand. Slice Intelligence said the store's online sales rose 148 percent in January and February 2017 compared to the same two months last year. The firm further revealed that the sales from Bloomingdale's website of Trump line surged 29.5 percent. SimilarWeb said it also saw search traffic for the brand.

Meanwhile, shoppers are leaving their comments on Ivanka’s brand. "I bought this without knowing what it smelt like, and I didn't care! I support the Trumps! MAGA! Who needs Nordstrom’s!" a shopper named Dustin M wrote online.

The reported rise in sales of Ivanka merchandise comes amid an ongoing boycott against the business interests of the Trump family, such as the #GrabYourWallet campaign. According to grabyourwallet.org, the boycott started Oct. 11, 2016 in the wake of the Trump Tapes when a brand strategist realised that he can no longer in good conscience, shop at retailers that do business with the first family.

Earlier this year, Nordstrom dropped Ivanka’s line after it saw the label's sales at its stores steadily declining. CNBC notes that the store’s sales of Ivanka’s line fell 56 percent last month.