A Win-Win-Situation for Abercrombie & Fitch

  

Abercrombie & Fitch released a press statement entitled “Abercrombie & Fitch Propose a Win-Win-Situation,” stating they will pay Michael ‘The Situation’ Sorrentino and other members of the cast of The Jersey Shore to stop wearing A&F clothing.  I’ve included it below.

Here’s how it’s a Win-Win-situation for Abercrombie & Fitch.

If the cast of The Jersey Shore takes the deal, suddenly the company that employs half-naked young men to stand in the doorway of its stores can claim it is doing something about correcting a situation it claims, “may be distressing to many of their fans,” as if A&F thinks kids wearing provocative clothing may be distressing.

Or

If the cast of The Jersey Shore refuses the deal, the company that employs half-naked young men to stand in the doorway of its stores can claim it tried to do something about correcting a situation it claims “may be distressing to many of their fans” (as if A&F thinks kids wearing provocative clothing may be distressing), and then continue to receive free product placement on the popular MTV show, The Jersey Shore. 

Abercrombie & Fitch, the company that sold push-up bikini tops to 7-year-olds, are in the youth business and know what they’re doing. So could it mean they’ve determined that young people can’t understand the difference between practicing Corporate Social Responsibility and putting out just another marketing message?

According to the Wall Street Journal, A&F Chief Executive Mike Jeffries mentioned the deal at a quarterly earnings call today saying, “We’re having a lot of fun with it.” I guess the people who wear A&F don’t read the Wall Street Journal, although their parents might.

On the other hand, if the show was not The Jersey Shore but Martha’s Vineyard, and the cast blonde-haired, blue-eyed, and yet just as provocative, would there be no situation that “may be distressing to many of their fans” or “association that is contrary to the aspirational nature of our (A&F’s) brand?”

What do you think?

Abercrombie & Fitch press release below.

PRESS RELEASE
ABERCROMBIE & FITCH PROPOSES A WIN-WIN SITUATION

Tue Aug 16, 2011 6:13pm EDT

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.”

Abercrombie & Fitch
Brand Senses Department
(614) 283-6500

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About Robert Moss

I write ads: traditional, non-traditional, interactive, edutainment, story-based, broadcast, and experiential marketing events. Sometimes I write about ads and the business of advertising. Sometimes I write about other stuff. The views expressed here are solely my own and don't reflect the views of my employers. I also published a novel called Descending Memphis that's getting great reviews on Amazon. see http://www.amazon.com/Descending-Memphis-Robert-R-Moss/dp/0692364226
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