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Burlington Website Drops Ivanka Trump Brand

Chain jumps on the other retailers' bandwagon — even while facing its own P.R. troubles

Burlington is now the latest retailer to drop Ivanka Trump’s fashion line, joining other companies that claim slumping sales for the brand as the reason for their decision.

As of last Friday, the website of Burlington (formerly known as the Burlington Coat Factory) no longer sells Ivanka Trump’s accessories and clothing. The change follows actions by a number of other retailers who dropped the first daughter’s line in the last two weeks, including Nordstrom, Neiman Marcus, and Gilt.

Speaking of principles — Burlington just got into hot water for having security camera in a dressing room.

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Burlington was selling 13 items from Ivanka Trump’s fashion line as of last Tuesday, according to Shannon Coulter, the online progressive activist and marketing strategist who started the #GrabYourWallet Trump boycott. The latest retail giants to dump the Trump brand are Sears and Kmart. On Saturday, a spokesperson for Sears Holdings Corporation said the two chains would no longer sell Trump Home items in their online stores, reported Nymag.com.

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It’s unclear if Burlington will continue to sell Ivanka Trump’s brand in its stores even after having dropped them from the website. Meanwhile, the executives for Ivanka Trump’s line remain resolute.

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“We believe that the strength of a brand is measured not only by the profits it generates, but the integrity it maintains,” Rosemary K. Young, Ivanka Trump’s senior director of marketing, said in a statement to Business Insider in response to the news that Nordstrom would drop the line. “The women behind the brand represent a diverse group of professionals and we are proud to say that the Ivanka Trump brand continues to embody the principles upon which it was founded.”

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Speaking of principles — Burlington just got into hot water for having been found with security camera in a dressing room in its Topeka, Kansas, West Ridge Mall location. A customer noticed the camera and posted a video about it to Facebook, which received over 25,000 views. The post has since been deleted.

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The camera was noticed by customer Samantha Spencer, who was shopping for maternity clothes at the store on Dec. 31. Spencer noted the placement of the camera and, concerned, made her Facebook video.

“We thanked the customer for bringing this to our attention. The camera could not actually see inside the dressing room, but we have removed it to avoid any confusion,” a Burlington spokesman said, according to The Topeka Capital-Journal.

Spencer wasn’t so sure. “I don’t know if it is working but I believe I did see the lens move from pointing down when I first noticed it to pointing up when I made the video,” she commented under her video post, which the Capital-Journal got a screenshot of before it was deleted. “The camera is dark so I am not 100 percent sure. Either way there should not be a fitting room where a camera can look in.”

Perhaps the Ivanka Trump fashion line decision has less to do with slumping numbers and at least a little to do with creating a burst of politically correct press — in the wake of disturbing news about the brand in the most private of public spaces.

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