Abercrombie to Jersey Shore: Stop Wearing Our Clothes
Abercrombie & Fitch will Pay Jersey Shore Cast to Not Wear Abercrombie
Abercrombie & Fitch is willing to pay MTV in order for the cast of Jersey Shore to stop wearing the A&F brand on the air.
A statement from Abercrombie & Fitch read, "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."
A&F has customers, but is "fans" the right word? No. Also, the Jersey Shore cast is famous for doing nothing. It gets no more aspirational than that.
Abercrombie's stock dropped when this story got out into the world. Also, let's take a quick look at Abercrombie & Fitch's history with this sort of thing. It has no problem promoting a certain type of generic stereotype: white and suburban. Oh, and skinny.
You don't get to choose your customers. Your customers choose you. Are the Jersey Shore's boorish party animals bad for the Abercrombie brand? Not necessarily. Obviously they're part of the demographic to begin with, and the brand's marketing over the years has honed in on that segment of the market.
In other words, Jersey Shore didn't do this to Abercrombie & Fitch; A&F did this to Jersey Shore.
Seeing an opportunity for secondary revenue streams, however, the NP editorial staff is hereby reaching out to Abercrombie & Fitch: for the right price, we, too, will continue to avoid wearing your mall clothes.