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On November 12, announced on Twitter that it was removing Ivanka Trump shoes from its inventory.

Macy's dropped Donald Trump menswear in 2015 after he said many Mexicans are rapists or criminals (but the company has kept Ivanka Trump products). Only seven retailers have stopped doing business with the Trump family in the recent past. This content is not available due to your privacy preferences. He says that might not be the case for retailers that appeal to millennial voters - the majority of which didn't vote for Trump. "His name has more power now than ever," says Passikoff, who predicts the boycotts will do minimal damage to retailers' bottom lines and long-term reputations. When The Washington Post leaked audio of Trump making lewd comments about women in October 2016, that percentage plunged to 8%.īut following the election, Trump's brand power increased 35% across every category. A-list celebrities like Derek Jeter typically have an added brand value of about 15%, Passikoff says.Īfter Trump entered the race, his brand power decreased 20% for products like suits, ties, and jewelry, but increased for branded items geared toward wealthier Americans, like country clubs and luxury condos. This means if an apartment complex normally sold at $1,000 per square foot, it could sell for $1,250 per square foot with Trump's name on it. The following percentages - which span more than two decades - are therefore not completely non-partisan, but nonetheless offer insight about Trump's brand.īefore Trump declared his candidacy, the overall added value for Trump's brand was 25%. Passikoff says the firm did not track the political affiliation of its survey respondents until Trump declared his candidacy, but that there have been equal numbers of participants who identify as Republicans, Democrats, and Independents since he entered the running. Though Brand Keys normally conducts client-funded research, these surveys are part of an ongoing internal study. To gather its data for its Trump surveys, the firm asks people how much they think particular products are worth (both with and without Trump's name). people not buying products connected to a brand that now is connected to the US presidency), we can look to Trump's brand power over the past few years for some answers.īrand Keys continually surveys consumers nationwide about Trump, with each sample around 1,800 people. "Brands don't tend to do well when they involve themselves with ideologies."Īlthough Passikoff says there's no historical model to compare the Trump boycotts to (i.e. "The boycott is an ideological reaction," he tells Business Insider. This is no surprise to Robert Passikoff, the founder of Brand Keys, a marketing research firm that has studied Trump's brand power for the past 25 years. The majority of the targeted retailers, including Nordstrom and Sears, are continuing to sell clothing and home furnishings by Ivanka Trump and the president.