The Ivanka Trump store is officially open for business. Racked Reporter Hilary George-Parkin explains how the label is shifting gears amid this business and political landscape.

The brick and mortar store opened inside Trump Tower on Thursday. George-Parkin says until recently the label mainly focused on its business through department stores. It is shifting gears now with a launch of e-commerce and this store location. "This is their way of establishing an identity," says George-Parkin.

Ivanka Trump stepped down from the label before her father took office, and she assumed her role in the Trump administration.