Abercrombie and Fitch (A&F), one immediately conjures up images of shirtless models, basically beautiful people in overpriced clothes. One image the company doesn’t want you to bring up? “Mike the Situation” (Sorrentino) of Jersey Shore in their clothes. This message was clear when it became public they had offered “the Situation” a substantial amount of money not to wear their clothes.
It’s not difficult to imagine why they saw this as a strategy for brand protection. The cast of Jersey Shore and the image they perpetuate is not always positive. In fact, from the reputation of the show, it is apparent why a major brand like A&F would want to refrain from being associated. However, this tactic led to a huge negative feedback. The show is popular with teenagers, which is also the company’s target demographic. By doing so, a huge uproar was created amongst social media. Teenagers were not supportive at all of A&F’s actions.
Do they risk their brand being perpetuated differently they intend? Do they risk alienating their customers? Perhaps, they have harmed their brand trying to protect it.
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