When Ivanka Trump launched her eponymous fashion company in 2007, she leaned on her family name as a signal of wealth and extravagance. Since her dad became president, though, the appeal has faded for some consumers. Nordstrom and Neiman Marcus dropped the line in February . According to Lyst, a fashion search platform, sales for November were down 34% from the same month last year. Shoppers are now most likely to find it at Macy’s and Walmart, heavily discounted.

The company is trying to retake some control. On Thursday it opened the doors to its first standalone boutique, located in Trump Tower. No doubt rent was the right price. Will New Yorkers patronize it? “It’s not going to happen,” chuckles Anthony Chukumba, a retail analyst at Loop Capital. “There is no scenario in my mind where her store is successful—unless she opens it in a strip mall in Alabama.”

 

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