While the Trump name has become increasingly controversial in recent months, how Republican Presidential nominee Donald Trump’s bid for the White House is affecting the various businesses that bear his famous surname remains a complicated question to answer.
Now, New York-based marketing research firm Brand Keys has taken a stab at it with its latest study.
Following the release of a 2005 video in which Trump makes sexually aggressive statements about women, Brand Keys found that 100 percent of the categories for which the company has tracked the Donald Trump brand have been negatively affected. But in a followup survey focusing on Ivanka Trump’s line, Brand Keys found that damage to her brand was insignificant compared to that of her father’s.
The survey, which polled 950 millennial female shoppers, found that 83 percent were positively disposed toward Ivanka Trump’s lines of clothing or shoes despite her involvement in her father’s Presidential campaign.
The study also found that more than half (51 percent) of female millenials surveyed are still “extremely” or “very” willing to keep the Ivanka Trump brand on their shopping lists, with 18 percent saying that in light of Ivanka Trump’s involvement with the Trump Presidential campaign, they were still “extremely likely” to consider buying her line, and 33 percent were “very likely” to consider it, while 32 percent said they were “somewhat likely” to give the line a try. Just 11 percent said they were “not very likely” to buy the products. Meanwhile, a mere 6 percent said they were “not at all likely” to purchase Ivanka Trump merchandise.
The survey results come at a time when a number of groups have protested against the Trump Presidential campaign, while calling for a boycott of all things associated with the name. Just this week, a boycott of the Ivanka Trump Collection gained momentum on social media as the organizers’ hashtag #grabyourwallet — a reference to the Republican candidate’s sexual comments on the 2005 tape — trended on Twitter.
Those using the #grabyourwallet hastag called for a boycott of stores that carry Ivanka Trump’s line, including Macy’s, Nordstrom, Lord & Taylor, TJ Maxx, Marshalls and Zappos.
Earlier this month, Ivanka Trump’s shoe line also came under fire after a series of reports accused her of using manufacturing factories that engage in unethical labor practices. In an exclusive statement to Footwear News last week, Ivanka Trump’s footwear business partner, Marc Fisher Footwear, denied the allegations.