Here’s the Fitchuation

Is there such a thing as bad publicity? The company, Abercrombie & Fitch thinks so, and is offering to pay a “Jersey Shore” star money to NOT wear their clothes.

Women’s Wear Daily reports that the company is so worried about its image, the retailer created what it’s calling “A Win-Win Situation” for reality star Michael “The Situation” Sorrentino. The company’s offer – we’ll pay you to shop somewhere else.

The company released this statement on its website:
“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.”

It definitely is a unique response, and one that’s gathered a great deal of free publicity. Do you think the company went too far, or do you think they have the “Situation” under control?

August 17, 2011 · Posted by in marketing, misc, pr  

Comments

6 Responses to “Here’s the Fitchuation”

  1. Pete on August 17th, 2011 10:00 am

    I’ve never seen the show, but you can’t consume any media today without knowing that it’s basically a train wreck. That said, I completely understand them wanting to not be associated with this guy. Of course, I can see a new business opportunity for celebrities being paid NOT to be associated with brands. It’s like some sort of reverse-blackmail scheme!

  2. Deb Zindler on August 17th, 2011 10:32 am

    It’s a brilliant promotion by A&F – they know exactly what they are doing :)

  3. Cheryl on August 17th, 2011 1:07 pm

    Get over yourself, Amercrombie. Didn’t u use to sell child size thong underwear? You’re not exactly the spokesmodel of classy.

  4. April on August 17th, 2011 2:05 pm

    Just read that A&F stock dropped 9% today. Guess that backfired!

  5. Deb Zindler on August 18th, 2011 1:45 pm

    But look at all the buzz they are getting on it. Love them or hate them — the chatter is exactly what they wanted…

  6. Pete on August 22nd, 2011 9:02 am