Yet another major retailer has dropped Ivanka Trump's line from its website

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Nordstrom announced on February 3 that it would stop selling Ivanka Trump's brand due to poor sales, but an industry veteran who knows Nordstrom said that was not true.

Sears Holdings has joined the growing list of retail businesses that are removing Trump-branded products from their stores.

The boycott effort targets more than 60 firms that are affiliated with the Trump family or sell products under the Trump brand name.

The company has not issued any statement over the development.

Is this exodus from Trump about the customers or the integrity of the brand? I'm not sure. As folks across the political spectrum purchase their goods, retailers may risk alienating one group as they seek to mollify another. Nordstrom stores for luxury clothes said that Ivanka's clothes are low-quality products and do not bring lucrative sales. Perhaps they see her as too closely associated with the president, especially given the prominent advisory role of her husband, Jared Kushner.

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"I think it's great that a huge corporation like Nordstrom is speaking out and taking a stance on something that is clearly passionate to them", Cortez said. Hudson's Bay and Lord & Taylor, corporate siblings at Hudson's Bay Co., carry the largest assortments.

Nordstrom publicly declared that the decision was based on numbers and not politics. Macy's Inc., which carries the Ivanka Trump brand, hasn't responded to multiple queries by The Associated Press. It seems that more retailers are more concerned with a public perception that selling Trump products is a de facto endorsement of the president's policies and ideology. "It's just another brand on the racks", Das said.

Neiman Marcus, Belk and TJX Companies - which owns TJ Maxx and Marshalls - are also distancing themselves from Ivanka's fashion label, citing lack of sales. In addition, it reduces its meaning to fabrics mixed in with other fabrics. "This means that brands, more than ever, have to know and intimately understand their customer base".

"Essentially some consumers are refusing to buy her products in order to drive down her profits, and make a stance against her surname and by not supporting President Trump", Das said.