The old adage that “all press is good press” might not ring true with department store chain Macy’s. Their recent partnership with conservative billionaire oddball Donald Trump is causinga sudden drop in the brand’s popularity, particularly among women.
According to a YouGov Brandindex survey, immediately after the Macy’s-Trump partnership, women steadily became far less likely to recommend Macy’s to their friends. In the same period, other brands like JCPenney actually performed better than usual:
Nearly 675,000 people have signed a petition asking Macy’s not to partner with Trump, citing his extremist political positions: Trump called for revolution after President Obama won re-election, has been a leader in the so-called “birther” movement, and called global climate change “a concept created by and for the Chinese to make U.S. manufacturing non-competitive.”
Or perhaps it’s the more overtly sexist things Trump is known for that make him such a terrible partner for Macy’s: He recently offered to expose his genitals to a woman, played “rate the women” with contestants on his reality TV show, and in 1991 he told Esquire magazine, “it doesn’t really matter what [the media] write as long as you’ve got a young and beautiful piece of [expletive].”
Macy’s has stood by its decision to partner with Trump, saying, “Macy’s marketing and merchandise offerings are not representative of any political position.”