Ivanka Trump, like her father, has made much of her money by licensing her name to various products.
Source: NY Times
While President Trump has allowed his name to appear on everything from wines to vodka to steaks, Ivanka has focused her brand on fashion and jewelry.
If you were interested in buying some of Ivanka's licensed products, one sure place to find them would be Nordstrom. That is, until yesterday night.
In a shocking announcement, Nordstrom stated that they are removing Ms. Trump's products from their stores.
For Nordstrom, this was far from a political statement. Much like with the Trumps, it was all about the bottom line.
A Nordstrom spokesperson said:
Each year we cut about 10% [of brands carried] and refresh our assortment with about the same amount. In this case, based on the brand’s performance we’ve decided not to buy it for this season.
Ivanka's brand is no longer available on the Nordstrom website's master list of brands. This is a drastic shift since this past December when at least seventy Ivanka products could be found on the site.
Back in October, a woman named Laura sent an open letter to Nordstrom imploring them to remove Ivanka's lines from their stores due to her relation to then candidate Trump and the message he was spreading.
The letter went viral and Nordstrom responded, saying:
We hope that offering a vendor's products isn't misunderstood as us taking a political position; we're not. We recognize our customers can make choices about what they purchase based on personal views and we'll continue to give them options.
Source: Business Insider
Inspired by the letter written by Laura, a brand strategist named Shannon Coulter co-founded a boycott movement known as #GrabYourWallet. The boycott campaign grew quickly, garnering millions of views and even sweeping up celebrities including Ben Cohen of Ben & Jerry's, Joyce Carol Oates, Lucy Lawless, Don Cheadle, and others.
With the removal of Ivanka's brand from the Nordstrom stores in not a political but a business decision, Coulter has taken her victory lap and applauded those who joined her in the battle.
No matter which way you slice it, this is a big victory for anyone who wanted to hit the Trumps where they would feel it: their wallets.