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特朗普推文失灵,零售商扎堆下架伊万卡品牌服装

Lindsay Kimble 2017年02月12日

多家零售商不顾特朗普的愤怒,将其女儿伊万卡的同名品牌产品下架。

美国高档连锁百货公司诺德斯特龙(Nordstrom)宣布从店内下架伊万卡·特朗普的时尚品牌,引来了伊万卡的总统老爹在推特上的愤怒反击。即便如此,很多其他百货店依然不畏强权地加入了下架伊万卡品牌的大军。

现如今,“第一女儿”伊万卡的服装和珠宝品牌在很多零售商的网站上都难寻踪迹了。在百货商店T.J.Maxx里,伊万卡品牌的商品原本摆在非常显眼的地方,现在员工们却接到指示,要把这个品牌和店里的其它商品混着卖。

就在特朗普发推表示他女儿受到了“太可怕”的对待之后,诺德斯特龙的一位发言人数天前发布了另一份回应,强调公司已经向伊万卡本人传达了这项决定,并表示:“面对质疑,我们在这里再次重申:我们是根据业绩做出的这个决定。”

“去年一年,尤其是2016年下半年,该品销的销量一直持续下滑。对于我们来说,继续与该品牌合作已不具备很好的商业意义。我们与伊万卡·特朗普的团队保持着很好的关系。去年我们已经就我们所见到的情况与他们进行了开放的交流。今年1月初,我们也向伊万卡本人传达了我们的决定。”

伊万卡公司的高级营销总监罗兹玛丽·K·杨对此回应道:“伊万卡·特朗普品牌仍然在各个品类上保持了扩张,而且获得了更多的客户渠道支持,使我们2016年的营收入得到显著增长。我们认为,一个品牌的实力不能只通过利润来衡量,还要看它所保持的完整性。”

“这个品牌背后的女人代表着一支多元化的专业团队。我们可以骄傲地说,伊万卡·特朗普品牌仍然体现着它创立之初的原则。公司的使命就是要通过以解决方案为导向的产品启迪女性,去丰富和服务于她们生活的许多方面。”

最近一段时间,将“第一女儿”的时尚品牌撤网下架的知名零售商还有很多,诺德斯特龙只不过是其中的一个。内曼马库斯(Neiman Marcus)和贝尔克(Belk)等百货商也都从他们的官网上撤下了这个品牌。一名熟悉伊万卡品牌的消息人士对《人物》(People)杂志表示:“伊万卡品牌与贝尔克的合作还在继续,而且该品牌还在按照惯常的业务流程与各大零售商围绕产品进行持续讨论。”该消息人士还表示,即便有些网站(如ShopStyle)将一些产品撤网了,也不代表他们不会单独引起该品牌的一些商品。

诺德斯特龙

2月3日,诺德斯特龙的一位女发言人在一份声明中向《财富》表示,出于销售业绩的考虑,该公司本季将停售伊万卡品牌的商品。

“一直以来,我们的采购决策都是根据业绩决定的。因此,根据该品牌的业绩,我们决定本季不再采购它。”

诺德斯特龙还表示,该公司每年都会砍掉10%的品类并引入新品。

伊万卡通过品牌发言人对时尚网站Refinery29作出回应称:“诺德斯特龙原本为今年春季订购了服饰和鞋两大类产品,并且履行了服饰的订单。他们虽然取消了鞋类的订单,但仍保留了服饰订单,只是将服饰产品从网上转移到了实体店里。它就在那里。”

2月8日下午,我们在诺德斯特龙的官网进行搜索时,发现四个类别的鞋子只显示出了四个搜索结果。而在诺德斯特龙官网上搜索“伊万卡·特朗普”时,则未显示任何结果。

内曼马库斯

据Racked网站报道,内曼马库斯已将伊万卡品牌的珠宝产品从官网上撤下了。该公司在北新泽区地区的一位销售代表也对Racked表示,伊万卡品牌的珠宝也已从内曼马库斯的花园州广场店下架了。

内曼马库斯在一封写给Racked网站的声明中称:“内曼马库斯经营着规模很小的伊万卡品牌的珠宝业务,而且它100%采取的是委托经营的模式(即经营权由厂商所有)。我们会根据效益持续评估应在实体店或在网站上保留哪些品牌。”

《人物》杂志请内曼马库斯对此事发表评论,但该公司并未立即回应。

贝尔克

百货公司、在线零售商贝尔克在该公司官网的一份声明中称,伊万卡品牌的产品将仅在该公司开设在16个州的旗舰店里有售。

该声明表示:“感谢所有对贝尔克销售的伊万卡品牌商品表示了看法的人。我们欢迎并将密切关注所有顾客的反馈。我们会继续评估我们的产品组合以及我们所经营的品牌的业绩。有关调整是我们正常业务运营的一部分。有鉴于此,我们将不再在官网上经营伊万卡品牌的商品,但将继续在我们的旗舰店中提供该品牌的商品。”

到本周三,在贝尔克的官网搜索“伊万卡·特朗普”已经显示不出任何结果了。

HSN  

家庭购物网(HSN)的一位发言人通过一份声明向《人物》杂志表示,该网站从来都不是伊万卡品牌的渠道商。

“HSN是一家不偏不倚的公司,我们的产品决策单纯地基于对业务的持续评估。虽然HSN并不持特定政治立场,但我们认识到,我们的员工、合作伙伴和顾客在政治和公共政策上持有各种观点。这意味着有时人们会有一些观念上的分歧,不过我们欢迎和鼓励思想的多元化。”

话虽这么说,但是截止到周三下午,跟新任总统特朗普有关的一些周边商品,比如特朗普就职纪念币等,依然在HSN的官网上有售。

T.J. Maxx  

据《纽约时报》报道,折价商品零售商T.J.Maxx和Marshalls的母公司TJX公司本周三向旗下门店的员工们发送了一份备忘录,要求他们撤去门店内的伊万卡品牌标志,将该品牌的产品混入普通货架中销售。

当被问道这份备忘录是否确有其事时,TJX公司的一位发言人向《人物》杂志发来一份声明称:“TJX致力于通过快速变化的品牌选择和高质量的服饰与家居产品为顾客创造高价值。我们希望通过我们的商品组合,使顾客选择到他们真正想要购买的东西。”

“目前我们还在继续提供这个品牌的产品。有时我们会就如何处理商品与旗下门店进行沟通。此次我们是让旗下门店将该品牌的产品与其它商品混合销售,而不是将其下架。”

ShopStyle

据购物搜索引擎ShopStyle的一位发言人向Racked网站确认,ShopStyle已经将伊万卡品牌将该网站的数据库中移除了。

该发言人表示:“与我们的零售商观察到的情况一致,我们也发现市场对伊万卡·特朗普品牌产品的需求已经下跌。因此,我们将伊万卡品牌的产品从我们的数据库中移除了,好让业绩更高的产品能在我们的平台上获得更高的曝光度。”

对于《人物》杂志的评论请求,ShopStyle并未立即回应。(财富中文网)

作者:Lindsay Kimble

译者:朴成奎

Nordstrom's confirmation that it has dropped Ivanka Trump‘s fashion brand from stores, incited a furious response from her father, President Donald Trump. Nonetheless, many other brands appeared to have followed suit.

The first daughter’s clothing and jewelry line is now more difficult to find on many retailers’ websites, and there are reports that T.J. Maxx employees have been instructed to mix in her previously prominently-displayed merchandise with the other store offerings.

In the wake of the president’s tweet about the “terrible” treatment of his daughter, a Nordstrom spokesperson issued another response Wednesday—insisting Ivanka had been “personally informed” of the decision—adding: “To reiterate what we’ve already shared when asked, we made this decision based on performance.

“Over the past year, and particularly in the last half of 2016, sales of the brand have steadily declined to the point where it didn’t make good business sense for us to continue with the line for now. We’ve had a great relationship with the Ivanka Trump team. We’ve had open conversations with them over the past year to share what we’ve seen and Ivanka was personally informed of our decision in early January.”

Rosemary K. Young, senior director of marketing for Ivanka’s company, responded: “The Ivanka Trump brand continues to expand across categories and distribution with increased customer support, leading us to experience significant year-over-year revenue growth in 2016. We believe that the strength of a brand is measured not only by the profits it generates, but the integrity it maintains.

“The women behind the brand represent a diverse group of professionals and we are proud to say that the Ivanka Trump brand continues to embody the principles upon which it was founded. It is a company built to inspire women with solution-oriented offerings, created to celebrate and service the many aspects of their lives.”

Nordstrom (jwn), however, is just one of many popular retailers which appear to have distanced themselves from the first daughter’s brand; others, including Neiman Marcus, Belk and more appear to have removed the line from their websites. A source familiar with Ivanka’s brand told PEOPLE: “The relationship with Belk continues, and the brand is continuing discussions on product as they do with all retailers, per normal course of business,” while nothing that some of the sites with missing product, like ShopStyle, are aggregators and don’t stock her merchandise independently.

Nordstrom

On Friday, a Nordstrom spokeswoman told Fortune in a statement that it would stop selling Ivanka Trump items this season because of sales performance.

“We’ve said all along we make buying decisions based on performance,” the statement read. “In this case, based on the brand’s performance, we’ve decided not to buy it for this season.”

The luxury retailer said that they switch out about 10 percent of assortment each year to refresh it.

Trump responded to the reports on Friday, with a spokesperson for the brand telling Refinery29, “Nordstrom ordered both apparel and shoes for the spring, and followed through with the orders on the apparel. They canceled the shoe order, kept the apparel order and moved the apparel from online into stores. It’s there.”

A Wednesday afternoon search on the Nordstrom website only turned up four results for four different style shoes. A search on Nordstrom Rack’s website for “Ivanka Trump” turned up no results.

Neiman Marcus

According to Racked, the Ivanka Trump jewelry line is no longer available on Neiman Marcus’ website. Further, a sales associate at a northern New Jersey location told Racked that the brand’s jewelry has been pulled from the Garden State Plaza store.

“Neiman Marcus has a very small Ivanka Trump precious jewelry business which is comprised 100 percent of consigned merchandise (merchandise owned by the vendor),” the retailer said in a statement to Racked. “Based on productivity we continuously assess whether our brands are carried in stores, on our website, or both.”

Neiman Marcus did not immediately respond to PEOPLE’s request for comment.

Belk

Department store and online retailer Belk said in a statement posted to its website that Ivanka Trump products will now only be sold in its flagship stores across 16 states.

“We want to thank all of you who have reached out to express your views about Ivanka Trump branded merchandise sold by Belk,” the statement read. “We welcome and pay close attention to feedback from our customers. We continually review our assortment and the performance of the brands we carry. We make adjustments as part of our normal course of business operations. In this regard, we are no longer carrying Ivanka Trump branded merchandise on our website, but are continuing to offer the brand at our flagship stores.”

As of Wednesday, a search for Ivanka Trump on Belk’s website turned up no results.

HSN  

A Home Shopping Network spokesman confirmed to PEOPLE in a statement that the network has never been a purveyor of Ivanka Trump merchandise.

“At HSN, we are non-partisan and our product decisions are based solely on a continual evaluation related to our business,” the statement said. “While we don’t take a political position at HSN, we recognize that our employees, our partners and our customers will have wide-ranging views on politics and public policy. That sometimes means people will have differences of opinion, but we welcome and encourage that diversity of thought.”

However, commemorative President Trump merchandise, including coins, were available on HSN’s website as of Wednesday afternoon.

T.J. Maxx  

TJX Companies, the parent company of discount retailers T.J. Maxx and Marshalls, sent a memo to store employees on Wednesday, asking them to discard Ivanka Trump brand signage and mix products into regular sales racks, according to the New York Times.

Asked to confirm the memo, a TJX spokesperson said in a statement to PEOPLE, “At TJX, we deliver great value on a rapidly changing selection of brand name and high quality apparel and home fashions. We aim to offer a merchandise mix that gives our customers a choice in what they may want to purchase.”

The statement continued, “At this time, we continue to offer this line of merchandise. From time to time, we communicate with our stores about how to handle merchandise. The communication we sent instructed stores to mix this line of merchandise into our racks, not to remove it from the sales floor.”

ShopStyle

Shopping search engine ShopStyle has removed the brand from the site’s database, a spokesperson confirmed to Racked.

“Corresponding to the decline in demand for Ivanka Trump products our retailers are seeing, we saw the same decrease in demand,” the spokesperson said. “We are therefore removing Trump products from our database to allow higher performing products greater visibility on our platform.”

ShopStyle did not immediately respond to PEOPLE’s request for comment.

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