IVANKA TRUMP FIGHTS TO SAVE THE BRAND
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Source: New yorker
IVANKA TRUMP FIGHTS TO SAVE THE BRAND
Ivanka was appearing at the Fortune Most Powerful Women conference, an annual gathering of some of the most accomplished women in corporate America. She had spoken at the conference before, but this year the stop took on an obviously larger significance. Rather than simply reaffirming her celebrity presence among the female entrepreneurs and C.E.O.s of Fortune 500 companies in attendance, Ivanka was trying to salvage her brand, which is built around young professional women and working mothers, two groups who appear to be recoiling from her father’s Presidential candidacy in large numbers.
In addition to her role at her father’s company, the Trump Organization, where she is the executive vice-president, Ivanka runs her own sub-brand, producing a line of sheaths, blouses, and cocktail dresses aimed at women who go into an office every day. Her eponymous Web site supports that brand with tips for preparing family-friendly dinners on busy weeknights and reducing stress with yoga at your desk, and her Instagram feed (with 1.2 million followers) offers a window into a world of aspirational affluence in which her three children always appear in spotless pinafores and polo shirts and Ivanka herself seems unconcerned about the possibility of getting spit-up or tomato sauce on her own silks, satins, and cashmeres. She has a book coming out in the spring, called “Women Who Work: Rewriting the Rules for Success,” in which she attempts to position herself as an up-and-coming Sheryl Sandberg. (“Today’s generation of women is the first to be able to unabashedly embrace the fact that our lives are multidimensional,” the Amazon writeup promises. “For us, it’s about working smarter, not harder; integrating our personal passions and priorities with our professional goals in order to architect lives we love.”) Unfortunately, the darker forces of her father’s political campaign are threatening to ruin everything.
There are a few people surrounding Donald Trump who, for their own reasons, have chosen to step in front of the bus of his campaign—his wife, Melania, for one, and even Rudy Giuliani. They arguably didn’t have much to lose, and stood to gain significantly, if things had worked out. The one person who does appear to have a great deal at stake in terms of reputation and personal ambition in Trump’s flame-throwing final stand is Ivanka Trump.
Ivanka’s success is built on the Trump brand and the Trump name; her persona derives from her image as her father’s protégée. Donald Trump also needs his daughter by his side. When he seemed boorish, offensive, ignorant, or even predatory—at times, an hourly occurrence—a modern, emancipated daughter was there to soften the father’s edges. She and her siblings were enlisted to help marshal the “millennial vote.” Through it all, the immense free publicity generated by Trump’s ability to dominate cable news dovetailed conveniently with Ivanka’s business. She embraced the family philosophy of turning everything into an opportunity for personal enrichment; the morning after she introduced her father at the Republican National Convention, she broadcast on Twitter an image of herself wearing one of her fashion label’s dresses on the stage with the exhortation: “Shop Ivanka’s look from her #RNC speech.”
Read more: http://www.newyorker.com/business/currency/ivanka-trump-fights-to-save-the-brand
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