MTV ’v'Abercrombie: A silly Fitchuation?
The PR world is a buzz at the moment as a real ‘Fitchuation'unfolds and brand clashes with celebrity. Now you often hear about brands, especially clothing brands sending hoards of garments from their most recent collections to celebrities in the hope that they will wear them and get papped in the process of doing so. Even if said celebrity is doing something a little bit questionable, brands don’t reall care as it only serves to increase their exposure. However a rather unusal case has emerged recently where self proclaimed ‘idolized and always cool'aspirational clothing brand Abercrombie & Fitch had offered a ‘substanial'sum of money to star of MTV show Jersey Shore Mike Sorrentino to not wear its clothes, yes you heard right – NOT wear its clothes. The bold marketing move had recived considerable negative backlash to the brand, yet they continued to toy around with what some call a bold PR play, releasing a statement on their Facebook page with the title ‘Abercrombie & Fitch Proposes a Win – Win Situation’, seemingly to fan the flames of the whole Fitchuation. MTV not to be out done subsquently released a statement “It’s a clever PR stunt, and we’d love to work with them on other ways they can leverage ’Jersey Shore'to reach the largest youth audience on television”, the battle has commenced it seems. Abercrombie strive to stay in the type of market that requires daddy dearest to take our even more business loans in order to support his childrens Abercrombie habit and The Situation wearing the brand in their eyes damages this almost untouchable notion, however Abercrombie should tread very carefully incase this is one PR move just a step to far!
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