Friday, November 18, 2011

Abercrombie & Fitch PR Stunt Backlash

I personally find this story quite funny. I am not a big fan of the Jersey Shore, and when I heard that Abercrombie & Fitch offered to pay Mike Sorrentino (aka The Situation) an unknown amount of cash to stop wearing their brand I couldn’t help but laugh.
I guess Abercrombie & Fitch find this no laughing matter now that Sorrentino has threatened to take the clothing retailer to court.
TMZ reported that Soorentino is looking for $4 million in what can only be assumed as punitive damages after the clothing retailer made false offerings to pay Sorrentino not to wear their clothes. The lawsuit claims the clothing retailer profited from a grand worldwide advertising campaign making fun of Soorentino by offering t-shirts with text that read “The Fitchuation.”
I personally would love to be in the court room the day the judge makes his/her decision. At that point I wonder if Abercrombie & Fitch will feel their little PR stunt was still worth it.
From a marketers point of view, any PR is good PR, especially when you can play up on a popular TV show like the Jersey Shore.
On a side note: Roberto Luongo from the Vancouver Canucks is a huge fan of the show  

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