CAN I BUY AN IVANKA TRUMP BAG IF I HATE DONALD TRUMP?
In the past couple weeks, Donald Trump has gone from a funny yet scary possibility to the presumptive GOP nominee. This is not just about America’s future, but the future of Ivanka Trump as a businesswoman and a brand. Throughout the election, Ivanka Trump, as well as all the Trump children, has kept an extremely low profile with only with a few words of support every now and then. Even though Ivanka Trump supports her father, people today are more conscious of the companies and people they are supporting, so her father could cause major damage to her brand.
Ivanka Trump’s fashion line “Ivanka Trump” was founded in 2007, with the mission of creating clothing for “Women Who Work”. On her website, it states that the Ivanka Trump brand is, “a celebration of women at all aspects of their lives. Women who transition between their various roles in professional and personal capacities: building careers, raising children, nurturing relationships and pursuing passions.” Overall, Ivanka Trump and her brand seek to help working women build their own success, which begins with the right wardrobe. Though this statement has strong feminist ethos, with the recent comments made by Donald Trump about women, it is hard to see Ivanka Trump’s words as sincere. But at the same time, every parent and child disagree sometimes and there is a large possibility Ivanka Trump has disputes with her father about the way he talks to and about women. Still, it is hard to continue looking at Ivanka Trump’s products without focusing on the last name imprinted on the inside of your handbag. It may feel as though carrying an Ivanka Trump handbag is the same as putting a Trump bumper sticker on your car. But should Ivanka be punished for the actions of her father? This is where each person must make a decision
Within the past couple of years, buyers (especially younger millennial buyers) have be concerned with more than just the fashion, but what buying certain brands represents. This engagement to social justice is shown through the success of brands such as Warby Parker, Tods, Brother Vellies and Stella McCartney. According to Forbes, “75% [of millennials] said that it’s either fairly or very important that a company gives back to society instead of just making a profit.” Currently millennials have the annual buying power of about $200 million dollars, which is enough to make or break many mid-priced new brands. In an article from Women’s Wear Daily, published in July 2015, the crass comments made by Donald Trump on topics such as immigration have not hurt Ivanka Trump’s brand and department stories, such as Nordstrom and Lord & Taylor, who carry Ivanka Trump’s merchandise have continued to stand with her in solidarity, but it is hard to tell if the consumer has done the same.
This is why Ivanka Trump cannot become too political or else her brand will suffer. For example, in 2015, Stefano Gabbana and Domenico Dolce, spoke out in Panorama, an Italian Magazine, saying they do not support gay adoption and IVF, even though they are both gay men. A firestorm of backlash ensued from many celebrities such as Elton John, Madonna, Andy Cohen and Victoria Beckham, many calling for a boycott of Dolce and Gabbana products. As a consumer, this raises an important question: What is the importance of wearing a brand whose views you do not directly align with? Should a brand be penalized because their views may not be the popular opinion? Americans must ask themselves what is the line between freedom of speech and hate. You may not agree with Donald Trump’s opinions on immigration and women’s rights, but that does not mean they are wrong or inferior, just different from your own. Many believe it is more damaging to society to only hear the popular, most politically correct opinion, for it is just as bad as only hearing hate speech. To have a dynamic and diverse society, all opinions must be heard, even if you cannot understand that opinion.
As you walk through the department store and spot a pair of shoes you like and see Ivanka Trump’s name imprinted on the sole, you must think about what it means to you to wear this brand and how you will be seen in the public opinion. Can we, as a society, separate personal life from the business world or do they work hand in hand? I’m sure most people are friends with someone who doesn’t share the same political opinions, but that’s not enough to end their friendship. In a political and business sense, it is important that Ivanka Trump not become so political that people stop seeing her a smart businesswoman, but a spokesperson for her father’s campaign. As we continue in this tech age where personal and private lives merge into one, it is necessary for each individual consumer to think about how they feel about buying certain products and what that means to them. But on the other hand, should someone be penalized for a member of their families actions?
As of now, it is uncertain whether or not Ivanka Trump’s brand has been damaged by her father actions, but as we move more towards November and the election heats up, I would not be shocked if some damage happened to Ivanka Trump and her brand.