Business Standard

Rich people don't want Ivanka Trump's fashion

She aimed her label at wealthy sophisticated women, but it didn't take off. So she moved downmarket

Ivanka Trump
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Ivanka Trump’s label now represents a modest image, perhaps recognising exactly where on the retail continuum her products truly reside Photo: Reuters

Kim Bhasin & Lindsey Rupp | Bloomberg
At a TJ Maxx discount shop in the shadow of New York’s Queensboro Bridge, there’s little sign of Ivanka Trump’s fashion label. But she’s there.

Dangling next to a bright red Fossil handbag is a single, blush-leather Ivanka Trump satchel. A flip of the tag reveals a $129 price, about the same as the other bags on the rack. Spread among the jumble are items by Guess?, Nine West Group, Steve Madden, and even a decidedly cheaper option from the Jessica Simpson Collection.

None of this screams luxury, yet that’s the brand image Trump, 35, originally envisioned: An icon of extravagance similar

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