General

You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya'.

Here’s The Situation… You’re Ruining Abercrombie’s Image

Tim Parry August 17th, 2011

Sometimes you’ve got to laugh at the silly things you see online. Abercrombie & Fitch 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. They don’t want any of the cast wearing the brand, either, in fear it will hurt the brand’s image.

This is not a publicity stunt to provide a smokescreen for poor financials, either: A&F today reported that its second-quarter net sales sales increased 23% to $916.8 million. Abercrombie’s direct sales rose 28% for the quarter to $102.1.

Thoughts? Is this a wise move by Abercrombie & Fitch? Or should the fashion retailer just fuggedaboutit?