I applaud you Abercrombie. Recently the Abercrombie PR department have been on FIRE!
They recently released the following statement to the media:
“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.”
Fair enough says you and I. The dude doesn’t fit with the brand. Or does he?The brand recently sold GTL tshirts.
“It gets their name further out into the marketplace with one of the hottest brands on TV right now at the peak of the back-to-school season,” said Wall Street Strategies analyst Brian Sozzi. “It’s free marketing. Because the approach is so ridiculous, everybody’s talking about it.”
Abercrombie is enjoying a streak of strong earnings in a weak retail environment, and is among the most savvy of marketers to a very fickle demographic. Abercrombie knows that no publicity is bad publicity, even if it’s trying to pretend otherwise.
Love Niamh x