Abercrombie & Fitch Propositions “The Situation”

18 Aug

At the age of 29, Michael “The Situation’ Sorrentino is still wearing clothes from Abercrombie & Fitch. No one is more offended by this than the company themselves. In fact, Abercrombie is so desperate for ‘the Situation’ to put on some big boy pants, that they’re willing to pay him to do it.

That’s right, Abercrombie staffers have been watching ‘Jersey Shore,’ and are horrified to discover that the cast members are prancing around Italy in their clothing. The company doesn’t believe that the behavior of the ‘Jersey Shore’ stars properly aligns with their brand image.

Personally, I’d love it if a company would actually pay me not to wear their clothing. I can see both sides of this argument though. On one hand, from Abercrombie’s viewpoint, I guess it would be alarming to see these people behaving like animals while wearing your brand.

At the same time though, people always want to buy what they see on tv. The vast majority of the ‘Jersey Shore’ audience is Abercrombie wearing tweens, teens, and college kids. Do they really think a parent is going to say, “no, you can’t have this shirt because ‘The Situation’ has it too?” That’s not going to happen. In fact, if anything it should boost their sales.

Last year Abercrombie actually sold a men’s graphic tee with the words ‘Fitchuation’ on it. Now, where do you think the influence for that one came from?

For your viewing pleasure, here’s the contents of the “ABERCROMBIE” press release from the company:

New Albany, Ohio, August 12, 2011:  Abercrombie & Fitch Co. (NYSE: ANF) today reported that it has offered compensation to Michael ‘The Situation’ Sorrentino, a character in MTV’s TV show The Jersey Shore to cease wearing A&F products.

A spokesperson for Abercrombie & Fitch commented:

“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image.  We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s The Jersey Shore to have the character wear an alternate brand.  We have also extended this offer to other members of the cast, and are urgently waiting a
response.”

Read more about this ‘situation’ in the Wall Street Journal’s, “Abercrombie and Fitch Offers to Pay ‘The Situation’ To Stop Wearing Its Clothes.”

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