When Isaac Newton compiled his third law of motion — for every action there is an equal and opposite reaction — it’s doubtful he would have thought to apply it to social media. And yet, the application couldn’t be more apt.
On the heels of a growing list of retailers that have chosen to drop the Ivanka Trump fashion and accessories brand from their product offering, a new movement is brewing to keep the label alive. Supporters of the first daughter have taken to Twitter to encourage people to #buyIvanka while simultaneously saying #byeNordstrom.
Last week, the movement was given a face when five women in Chandler, Arizona, recorded themselves going to Nordstrom to close their accounts in response to the department store’s decision to stop carrying the Ivanka Trump brand.
In a video posted to her Facebook page with the caption, “Dumped #Nordstrom today for Dumping Ivanka! This is how it went down… #byenordstrom #buyivanka,” Laurie Ray and four of her friends can be seen marching through a local outpost of the department store chanting, “no money for Nordstrom’s.”
Two women in the group wore matching t-shirts with a picture of President Donald Trump and a caption that read “Haters Gonna Hate,” and each took a turn explaining her decision to the camera.
Waving a fistful of cash in the air, one woman chastises the store “because they caved,” while another declares “we’re going to shop where Ivanka shops.” The women also say that they are headed to Dillard’s “to buy all kinds of stuff,” presumably because the chain carries the Ivanka brand.
The video has received more than three million views and over 31,000 shares since it was posted six days ago.
Jeannie Petersen Guthrie, a member of the group of ex-Nordstrom shoppers, commented on the popularity of the video on Facebook, expressing surprise that it went viral.
“We had no intent of ever entertaining anyone other than our few fb [sic] friends/family and enjoying a good time together as girlfriends. I am thrilled to find that we were not alone in this cause and that thousands and thousands and thousands of others were doing the exact same thing as us.”
There is no documentation indicating that “thousands” have closed their accounts at Nordstrom.
Ray’s video has garnered the women attention from a number of media outlets, including Fox News, and has given a face to the lesser heard — though nonetheless growing — cry of support for Ivanka’s label. (Between the video and the commenters on the Ivanka Trump HQ Facebook page, the face of this movement, like the 53 per cent of women who voted for Trump, appears to be largely white.)
Since Nordstrom announced its decision to drop the line, the hashtag #buyIvanka has begun to proliferate on Twitter.
— Trump's WonderWmn (@KillerKellyReno) February 17, 2017
— FormerDem 4Trump (@latina4trump888) February 12, 2017
— twinwood (@Laura_Wood1988) February 12, 2017
— Marie (@BRad6765) February 12, 2017
— joan marie (@joan5230) February 12, 2017
— Christena Anderson (@Christena777) February 12, 2017
According to statistics from hashtag analytics company Keyhole, #buyIvanka has reached over two million users and made nearly three million impressions. Although interestingly, the majority (64.2 per cent) of those using the hashtag are male. (The Ivanka Trump label only manufactures items for women.)
Despite a chastising tweet from the president last week shaming Nordstrom for dropping his daughter’s line, and an ethically questionable plug from adviser Kellyanne Conway on Fox News, the department store’s stock rose more than seven per cent to $45.55 a share. Before the president’s tweet, shares were valued at $42.65.
If there’s a bright side to this debate, it’s that both sides seem to be winning. As Nordstrom is gaining in popularity and value for its decision to drop the Ivanka Trump brand, the first daughter’s eponymous fragrance is currently listed as the top seller on Amazon. The roller ball version of the same scent sits at number two.
The purchases weren’t exclusively made by lovers of the fragrance, either.
“Bought this to support Ivanka after the vicious attacks on her business,” wrote one. “I *never* buy perfume without trying a sample first but did so this time.”
Another buyer said: “I bought this right after Nordstrom took off Ivanka’s line. Using my action, I just wanted to voice my voice to resist against the bullying behaviour and the manipulation of the ‘crying babies.’ For the years to come, I will never spend a penny at Nordstrom for their stupidity to get involved in politics.”
Yet another politically motivated buyer stated: “Bought this perfume when all the anti Ivanka stuff started. The bottle is ‘yuge’ and smells very nice.”
Interestingly, Refinery29 notes that of the nearly 1,000 customer reviews, not one is negative. It would seem that Ivanka’s supporters are growing ever louder.