Posted on 03/14/2017 2:38:43 PM PDT by drewh
Ivanka Trump’s brand is dropping its fine jewelry line in favor of focusing on more affordable items.
The decision to focus on lower price points seems to be part of the brand’s overall effort to appeal to the middle-America portion of President Trump’s constituency. Trump has called himself the “blue-collar billionaire,” so it only makes sense his daughter would rebrand to fit the large audience that elected him president.
“As part of our company’s commitment to offering solution-oriented products at accessible price points, we have decided to discontinue the Ivanka Trump Fine Jewelry collection,” Ivanka Trump president Abigail Klem told Racked in a statement.
She added, “We will be focusing our efforts on existing and new categories that are most relevant to our loyal customers—including fashion jewelry, which successfully launched last fall with price points that are aligned with the rest of our collection.”
Ivanka Trump recently launched a fashion jewelry partnership with Lord & Taylor and most items hover at or under $100. The site currently offers a range of $28-$38 earrings and necklaces priced in the $40s and $50s, which means it’s easier for customers to wear the Ivanka brand.
Sales of Ivanka Trump products soared last month, presumably because of the attention they received from President Trump taking office and responses to certain Trump-brand boycotts.
She has good taste. I love her designs.
I can’t afford to buy her things, but I still wish her well. I want her to prosper.
The key to profitability lies in market segmentation, and she’s aiming at the biggest segment who are most likely to buy: “Women who admire Ivanka and want to be like her”.
Those buyers can’t afford to drop a grand on a necklace, but they can drop a hundie, and feel like a million bucks wearing it.
Pictures!
6pm.com which is zappos outlet has her $125.00 sunglasses on clearance for $29.99 right now. Quite a few styles to choose from.
and that’s how Ralph Lauren was born in a nutshell... :)
Lol—I meant pictures of the jewelry.
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