Over 500,000 people have added their names to a petition calling on US department store Macy’s to end its association with Donald Trump. The billionaire businessman has been the face of Macy’s for several years but has now come under fire for what is described as his “especially unpleasant, nasty and despicable behaviour.”
Donald Trump
Trump, who launched his empire on the back of commercial real estate investment, is accused of sexism, climate change denial and hypocrisy over the outsourcing of labour. Another reason cited in the petition is Trump’s fringe “birther” beliefs. So called birthers allege that, recently re-elected, Barrack Obama is not a citizen of the United States and, therefore, ineligible under the US Constitution of holding the office of president.
Birthers believe that Obama’s birth certificate, showing that he was born in Hawaii, is a fake and that, instead, he was born in Kenya. Some birthers have attempted to instigate legal action to prove this and remove the president from office. These views are controversial given Obama’s status as the first African American president and have been labelled as racist in some quarters.
The petition states that the business mogul ‘does not reflect the magic of Macy’s’ and calls on the store to ‘Dump Trump.’
Retail insiders believe this is unlikely because, besides being the face of Macy’s, Trump has introduced ranges of homeware and menswear to the store. This not only makes the relationship a lucrative one for both parties, it could be that Macy’s would find the contract difficult to break without suffering financial losses.
Furthermore, as retail psychologist Kate Nightingale points out, “we have to remember that some of Macy’s target market will actually agree with Trump’s comments.”
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