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Report: Democrats Are Warming Up to the Ivanka Trump Brand

Is the Ivanka Trump brand on the rebound? A new YouGov BrandIndex poll reveals consumers’ mixed feelings about the First Daughter’s eponymous clothing and footwear empire.

Based on online polling of 4,800 people each weekday during a six-month period, the report indicates that perception of Ivanka Trump’s brand by consumers of all three political parties is starting to converge.

While Democrats and Independents are slowly moving their perception of the Ivanka Trump brand in a positive direction since late spring, the poll found that Republican perception of Ivanka Trump has cooled since YouGov BrandIndex began tracking it in May 2017.

Trump, who stepped down from her day-to-day role at the company in January, remains an owner of the brand. The summer launch of her book, Women Who Work, boosted Republican consumers’ perception of the brand, but YouGov reported those numbers have declined and are now tracking below May’s levels.

In fact, the Ivanka Trump brand, along with the Trump Hotels and Resorts brand, remain in the bottom 10 of the more than 1,600 brands that YouGov BrandIndex tracks daily with consumers age 18 and over.

The company remains bullish about its future. Ivanka Trump launched a direct-to-consumer website last month for handbags and according to Fortune, plans to open a new brick-and-mortar store in New York City later this year.