Despite the malicious boycotts that had been unleashed against Ivanka Trump, her signature perfume is a best seller on giant Amazon. The Ivanka Trump Eau de Parfum Spray For Women which goes for $34 for a 3.4-ounce bottle was No. 1 on Amazon’s list of bestselling fragrances and perfume for at least the sixth consecutive day. One of the reviewers reported that the normally buy the perfume at Nordstrom but after they decided not to carry it anymore, they were happy to find it on Amazon. Second on the Amazon list was Radha Beauty Aromatherapy.
The success of Ivanka Trump’s perfume on Amazon after her products were dropped from other stores makes a very big statement on the resistance economy to boycott products associated with the President Trump’s family can help a brand as well as damage, fortunately, in Ivanka’s case, the unexpected happened.
The #GrabYourWallet campaign was a purely based on protests. However, Nordstrom Inc. emphasized that its own decision to cut Ivanka Trump’s fashion brand was purely a business decision. The company pointed out that Ivanka Trump’s footwear and apparel fell 32% last year. In response, Trump tweeted saying that her daughter had been treated so unfairly by Nordstrom, adding that she is a great person who’s always pushing him to do the right thing.
The decision became a political issue when Trump’s senior adviser Kellyanne Conway urged people to purchase Ivanka Trump’s products. There are some reports indicating that Trump products are facing the same treatment in some stores. However, the spokesman for Sears Holding Corp, which also owns Kmart reported that they were discounting 31 Trump Home Brand products online.
Some department stores have been under pressure to rethink their relationship with the Trump brand. The online #GrabYourWallet campaign has named the likes of Neiman Marcus, Macy’s Inc., T.J. Maxx, and Wal-Mart Stores Inc. to boycott since they carry Trump’s family products.
Following Trump’s election as U.S. president, it has become a flashpoint for celebrities who backed out of his inauguration. Ryann Reynolds-Mcilnay who is an assistant professor of merchandising management at the Oregon State University College of Business in Corvallis told MarketWatch that the politically driven #GrabYourWallet campaign can cut both ways as she pointed out on Ivanka’s jump in sales.