Emerging from relative obscurity to the pages of WSJ.com, Abercombie & Fitch made news recently with a statement urging Mike “The Situation” Sorrentino and his Jersey Shore cohorts to stop wearing its duds. The company even went so far as offering the Sitch money to wear a different brand.
Memo to Abercombie: Wake up and smell the Fierce. This isn’t 2002 and you can no longer afford to be picky about who wears your muscle tees and whore-shorts. Your biggest brand ambassador is sitting on the MTV goldmine, so I suggest you encourage the man to wear your shit before he jumps ship to American Eagle. Hell, you don’t even have to pay him to do it—he’s wearing it voluntarily!
Gone are the days when A&F stocked its stores with good-looking brand reps, kids in their late teens and early 20s who looked like they leapt from the pages of those infamous quarterlies. Now the only people in the stores are chicks who weren’t cute enough to work there back in the day and dudes with an unhealthy proclivity for adolescent girls. On the plus side, this is the first time I’ve thought about Abercombie since my own graphic tee-wearing high school days.
Genius PR stunt, perhaps? We think yes.
Posted by Abby