Normally on reality shows, you have brands paying stars to endorse their products, as it shows that products placement is a far more successful method of promotion than advertising. Abercrombie & Fitch are clearly NOT one of these brands after it emerged that they had offered 'Jersey Shore' star 'The Situation' a large pay off to NOT wear their clothes.
The American clothing brand apparently feel like The Situation (real name Mike Sorrentino) damages their brand with a spokesperson for the company saying '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'
As a fashion lover and student, I can completely see what the company are talking about, Jersey Shore is not my kind of reality show at all, however I cant help thinking that perhaps A&F should have come to this decision before launching Jersey Shore inspired tops such as the two pictured below.
A& F G.T.I tee (representing the Jersey Shore slogan Gym, Tan, laundry)
A&F 'The Fitchuation' Tee
Whilst being deemed as an exclusive brand in the UK, Abercrombie and Fitch have had more than their fair share of bad press over the years, in particular reference to their being sued after one girl was offered a job, after which bosses discovered her prosthetic arm and told her she had to stay in the stock room as she 'misrepresented' their image. It seems investors have perhaps had enough of the brands 'holier than thou' attitude after it emerged yesterday that the American clothing brands shares had dropped by 9% since the news broke.
