特朗普推文失靈，零售商扎堆下架伊萬卡品牌服裝
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美國高檔連鎖百貨公司諾德斯特龍（Nordstrom）宣布從店內下架伊萬卡·特朗普的時尚品牌，引來了伊萬卡的總統老爹在推特上的憤怒反擊。即便如此，很多其他百貨店依然不畏強權地加入了下架伊萬卡品牌的大軍。 現如今，“第一女兒”伊萬卡的服裝和珠寶品牌在很多零售商的網站上都難尋蹤跡了。在百貨商店T.J.Maxx里，伊萬卡品牌的商品原本擺在非常顯眼的地方，現在員工們卻接到指示，要把這個品牌和店里的其它商品混著賣。 就在特朗普發推表示他女兒受到了“太可怕”的對待之后，諾德斯特龍的一位發言人數天前發布了另一份回應，強調公司已經向伊萬卡本人傳達了這項決定，并表示：“面對質疑，我們在這里再次重申：我們是根據業績做出的這個決定。” “去年一年，尤其是2016年下半年，該品銷的銷量一直持續下滑。對于我們來說，繼續與該品牌合作已不具備很好的商業意義。我們與伊萬卡·特朗普的團隊保持著很好的關系。去年我們已經就我們所見到的情況與他們進行了開放的交流。今年1月初，我們也向伊萬卡本人傳達了我們的決定。” 伊萬卡公司的高級營銷總監羅茲瑪麗·K·楊對此回應道：“伊萬卡·特朗普品牌仍然在各個品類上保持了擴張，而且獲得了更多的客戶渠道支持，使我們2016年的營收入得到顯著增長。我們認為，一個品牌的實力不能只通過利潤來衡量，還要看它所保持的完整性。” “這個品牌背后的女人代表著一支多元化的專業團隊。我們可以驕傲地說，伊萬卡·特朗普品牌仍然體現著它創立之初的原則。公司的使命就是要通過以解決方案為導向的產品啟迪女性，去豐富和服務于她們生活的許多方面。” 最近一段時間，將“第一女兒”的時尚品牌撤網下架的知名零售商還有很多，諾德斯特龍只不過是其中的一個。內曼馬庫斯（Neiman Marcus）和貝爾克（Belk）等百貨商也都從他們的官網上撤下了這個品牌。一名熟悉伊萬卡品牌的消息人士對《人物》（People）雜志表示：“伊萬卡品牌與貝爾克的合作還在繼續，而且該品牌還在按照慣常的業務流程與各大零售商圍繞產品進行持續討論。”該消息人士還表示，即便有些網站（如ShopStyle）將一些產品撤網了，也不代表他們不會單獨引起該品牌的一些商品。 諾德斯特龍 2月3日，諾德斯特龍的一位女發言人在一份聲明中向《財富》表示，出于銷售業績的考慮，該公司本季將停售伊萬卡品牌的商品。 “一直以來，我們的采購決策都是根據業績決定的。因此，根據該品牌的業績，我們決定本季不再采購它。” 諾德斯特龍還表示，該公司每年都會砍掉10%的品類并引入新品。 伊萬卡通過品牌發言人對時尚網站Refinery29作出回應稱：“諾德斯特龍原本為今年春季訂購了服飾和鞋兩大類產品，并且履行了服飾的訂單。他們雖然取消了鞋類的訂單，但仍保留了服飾訂單，只是將服飾產品從網上轉移到了實體店里。它就在那里。” 2月8日下午，我們在諾德斯特龍的官網進行搜索時，發現四個類別的鞋子只顯示出了四個搜索結果。而在諾德斯特龍官網上搜索“伊萬卡·特朗普”時，則未顯示任何結果。 內曼馬庫斯 據Racked網站報道，內曼馬庫斯已將伊萬卡品牌的珠寶產品從官網上撤下了。該公司在北新澤區地區的一位銷售代表也對Racked表示，伊萬卡品牌的珠寶也已從內曼馬庫斯的花園州廣場店下架了。 內曼馬庫斯在一封寫給Racked網站的聲明中稱：“內曼馬庫斯經營著規模很小的伊萬卡品牌的珠寶業務，而且它100%采取的是委托經營的模式（即經營權由廠商所有）。我們會根據效益持續評估應在實體店或在網站上保留哪些品牌。” 《人物》雜志請內曼馬庫斯對此事發表評論，但該公司并未立即回應。 貝爾克 百貨公司、在線零售商貝爾克在該公司官網的一份聲明中稱，伊萬卡品牌的產品將僅在該公司開設在16個州的旗艦店里有售。 該聲明表示：“感謝所有對貝爾克銷售的伊萬卡品牌商品表示了看法的人。我們歡迎并將密切關注所有顧客的反饋。我們會繼續評估我們的產品組合以及我們所經營的品牌的業績。有關調整是我們正常業務運營的一部分。有鑒于此，我們將不再在官網上經營伊萬卡品牌的商品，但將繼續在我們的旗艦店中提供該品牌的商品。” 到本周三，在貝爾克的官網搜索“伊萬卡·特朗普”已經顯示不出任何結果了。 HSN?? 家庭購物網（HSN）的一位發言人通過一份聲明向《人物》雜志表示，該網站從來都不是伊萬卡品牌的渠道商。 “HSN是一家不偏不倚的公司，我們的產品決策單純地基于對業務的持續評估。雖然HSN并不持特定政治立場，但我們認識到，我們的員工、合作伙伴和顧客在政治和公共政策上持有各種觀點。這意味著有時人們會有一些觀念上的分歧，不過我們歡迎和鼓勵思想的多元化。” 話雖這么說，但是截止到周三下午，跟新任總統特朗普有關的一些周邊商品，比如特朗普就職紀念幣等，依然在HSN的官網上有售。 T.J. Maxx?? 據《紐約時報》報道，折價商品零售商T.J.Maxx和Marshalls的母公司TJX公司本周三向旗下門店的員工們發送了一份備忘錄，要求他們撤去門店內的伊萬卡品牌標志，將該品牌的產品混入普通貨架中銷售。 當被問道這份備忘錄是否確有其事時，TJX公司的一位發言人向《人物》雜志發來一份聲明稱：“TJX致力于通過快速變化的品牌選擇和高質量的服飾與家居產品為顧客創造高價值。我們希望通過我們的商品組合，使顧客選擇到他們真正想要購買的東西。” “目前我們還在繼續提供這個品牌的產品。有時我們會就如何處理商品與旗下門店進行溝通。此次我們是讓旗下門店將該品牌的產品與其它商品混合銷售，而不是將其下架。” ShopStyle 據購物搜索引擎ShopStyle的一位發言人向Racked網站確認，ShopStyle已經將伊萬卡品牌將該網站的數據庫中移除了。 該發言人表示：“與我們的零售商觀察到的情況一致，我們也發現市場對伊萬卡·特朗普品牌產品的需求已經下跌。因此，我們將伊萬卡品牌的產品從我們的數據庫中移除了，好讓業績更高的產品能在我們的平臺上獲得更高的曝光度。” 對于《人物》雜志的評論請求，ShopStyle并未立即回應。（財富中文網） 作者：Lindsay Kimble 譯者：樸成奎 |
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. |
