In February, Ivanka Trump’s clothing and accessories brand saw a spike in sales, according to the company’s president and market research data.
An unprecedented surge:
After President Donald Trump’s daughter stepped down in January, Abigail Klem took over as president of the brand. She said that the company has seen near-unprecedented success since last month.
In a statement, Klem said: “Since the beginning of February, they were some of the best performing weeks in the history of the brand. For several different retailers Ivanka Trump was a top performer online, and in some of the categories it was the [brand’s] best performance ever.”
Recent market research reports backed up Klem’s statement, despite the company not sharing sales figures publicly.
Sales of Ivanka Trump products increased 346% between January and February, while over last year sales of the brand are up 557% according to Lyst, a British e-commerce website that sells thousands of different brands. The site also stated that Ivanka Trump was its 11th most popular brand in February, up from 550th in January.
Sarah Tanner, Lyst spokeswoman, told the BBC earlier this week: “To see such an extreme spike in one month is completely unheard of and came as a huge surprise to us.”
Slice Intelligence, a market research firm that which tracks purchases from 4.4 million consumers who have allowed it to analyze their email receipts, noted a 207% increase in purchases of Ivanka Trump products between January and February. The same company has noted a 26% decrease in the brand’s sales in January over the same month of the previous year.
One of the most high-profile retailers carrying Ivanka Trump products, Amazon, didn’t comment on the sales figures for the brand. But at the moment, Ivanka Trump perfume is website’s best-selling fragrance.
Sales of the brand were up by 21% in 2016 over the previous year’s sales, according to a company spokesperson.
Increased public interest in the brand:
This unusual increase could be due to heightened public interest in the Trump family. The increase in sales during February, concurred with the president’s first month in office, where Ivanka Trump made several high-profile appearances, such as the inauguration and the president’s address to a joint session of Congress.
The increase also coincides with several stores, including Nordstrom, dropping or stopping the promotion of the brand, amidst calls to boycott companies selling Trump family products.