Ivanka Trump Keeps a Low Profile Amid Signs Her Own Brand is Suffering

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By Emily Zanotti | 8:22 am, October 24, 2016

Ivanka Trump has been largely silent of late about her father’s Presidential campaign — and it may be because her clothing and lifestyle brand is flagging in the final weeks of her father’s quest for the White House.

Previously Ivanka was a fixture of Donald Trump’s early efforts — even reportedly as a senior adviser to the campaign — alongside her husband, real estate heir Jared Kushner. But by mid-October, Ivanka had scaled back her appearances in the trail considerably, and balked at defending her father from claims that he’d groped and propositioned women.

Ivanka hasn’t used her significant social media presence to promote her father’s run in months, preferring to dedicate her time on Twitter to give advice to working moms, share pictures of her children and announce changes to her clothing and accessories lines.

The biggest change she may need, though, is to divorce her brand from her father’s, which has been, to put in gently, increasingly controversial. Ivanka’s lines, which helped provide her with a comfortable $100 million net worth, are now the subject of a widespread boycott, aimed directly at her dad’s policies, but potentially hitting her in the pocketbook.

The boycott, led by media strategist Shannon Coulter, started October 11th, and is calling on women to avoid not just buying Ivanka’s shirts, shoes and dresses, but to keep away from any retailer that sells Ivanka’s wares. Coulter says she believes it’s the only way to send a message that Donald Trump’s attitude towards women is unacceptable.

The hashtag for the boycott is a play on Trump’s candid comments to Access Hollywood‘s Billy Bush, caught on tape in 2005: #GrabYourWallet.

“If Ivanka Trump had distanced herself from the campaign I would not be boycotting her. But something changed for me when that tape was released,” Coulter told The Guardian over the weekend. She says that, as of Sunday, her call has reached over a million views, has 50,000 named supporters and 2,000 people who claim to have avoided an Ivanka purchase.

Like Trump Hotels, which, Friday, revealed that it was changing the name of its four-star branch to “Scion Hotels”, perhaps to avoid connotations now associated with the Trump name, Ivanka may have some serious branding decisions to consider if more people join Coulter’s cause.

So far, though, Ivanka’s company says they’re still doing well, according to a company spokeswoman: “We are proud that our business is growing rapidly and that our brand resonates strongly with women who are inspired by our messaging and excited about the polished and chic solution-oriented products that we offer.”

Luckily for Ivanka, she may only have a few weeks left to go, and much of that time will be spent at private meetings and low-key events out of the media eye, like a Diwali celebration in Chantilly, Virginia, instead of time in the limelight.