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They’re definitely not Instagramming that purchase.”Around the table sit Johanna Murphy, who previously ran e-commerce for Kate Spade; Marissa Kraxberger, who came from Oscar de la Renta; Abigail Klem, who ran ready-to-wear merchandising for Diane von Furstenberg; and creative director Suzanne Bryant, formerly at Michael Kors. Where there used to be work life and home life, now it’s life.
(Ivanka clearly wants to be taken seriously by the fashion world.) Today, they are going through the brand book. “The North Star, whenever you start to lose your way.” She explains further: “We are targeting millennials who aspire to have very big careers, but they are also training for marathons or learning French or starting a family. And I think a lot of companies don’t recognize that.”One of Ivanka’s mentors is Glen Senk, the former CEO of Urban Outfitters, who compares her to Sophia Amoruso of Nasty Gal.
Late in the day on a Monday, with the low winter sun slicing through all the new buildings rising above midtown Manhattan, Ivanka Trump is sitting behind a big mahogany desk in her office in Trump Tower, recounting for me some of the things that have happened so far this year.
It’s less than two weeks into 2015, and while most of us are still coming out of a holiday fog, Ivanka has already launched a thousand ships.
But what most people agree makes him and his empire so enduring is that he is unapologetically himself.
For starters there are the two massive new Trump hotel projects she has been overseeing, both of which are apparently ahead of schedule: the Old Post Office building, two blocks from the White House, that is being turned into what will no doubt be the grandest hotel in Washington; and the 800-acre Doral resort in Miami, a deal brokered a few years ago while Ivanka was in the hospital having her daughter, Arabella (several days after giving birth, she went to tour the site on a golf cart). The ratings have climbed back up to where they were five years ago.” Ivanka attributes the spike to pent-up demand, as the show took a year-and-a-half hiatus (she and her father were too busy actually running a real estate empire to film a reality TV show about running a real estate empire).
Plus, she says, “we have an unbelievable cast who, as my father says, just Sitting before her on the desk are the fourth-quarter sales figures for her namesake line of apparel and accessories: all up, every category.
It’s very much in line with our current positioning.” If I have one criticism of Ivanka, it’s that she can sometimes slip into a Boardroom Lady character, saying things like “Thanks for taking the lead on that.” Perhaps this is a side effect of playing a version of herself on all these years, or maybe it’s simply a defense mechanism built up after having been thrust into the spotlight since she was a child. “She was able to very easily identify something that’s been lacking. There is a toy suitcase open on the floor, bursting with sequins and taffeta.
“She lives in princess dresses,” says Ivanka, who scoops up Arabella and kisses her, and then heads into the living room to squeeze Joseph, one and a half, who is sitting on the floor, playing with his toys and smiling at Xi Xi, the nanny, who is Chinese and is teaching the children to speak Mandarin.