Marketing Challenge: What To Do With the Trump Brand?
The brand has traditionally been positioned as upscale: hotel rooms that start at $400; golf club memberships for up to $200,000; $50 cologne; $40 wines; $175 ties. But with the president’s low approval ratings, things have not gone well in some of the Trump businesses — paving the way for some geo-demographic segmentation opportunities.
Before the election, the Trump men’s clothing line lost its distribution channel when Macy’s discontinued it in 2015 as a result of Candidate Trump making disparaging remarks about Mexican immigrants.
“We are disappointed and distressed by recent remarks about immigrants from Mexico,” Macy’s said, according to CNN.
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