Abercrombie & Fitch Willing to Pay Jersey Shore Stars Not to Wear Its Clothes
Posted on August 17, 2011
Abercrombie & Fitch is taking the rare move of trying to completely dissociate itself from a major television show. Abercrombie & Fitch does not want its brand associated with MTV's Jersey Show or its cast members. They have even offered a "substantial payment" to The Situation and other Jersey Shore cast members if they will stop wearing Abercrombie clothing.
It is an interesting move from Abercrombie & Fitch. The may have determined that the people likely to buy Abercrombie & Fitch clothes are not fans of The Jersey Shore. It could help the brand win new customers who are turned off by MTV's reality show. Here is the official statement from Abercrombie & Fitch:
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.