18 August 2011

Abercrombie offers cash for “Jersey Shore” to stop wearing brand

How valuable is a brand?

Well, apparently their brand is so valuable that Abercrombie & Fitch is willing to pay the cast of “Jersey Shore” sizeable amounts of cash in order to stop them from wearing Abercrombie clothes on air, according to cnn.com.

"We are deeply concerned that Mr. [Mike] Sorrentino's association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans," an Abercrombie & Fitch spokesperson said in a statement. "We have also extended this offer to other members of the cast, and are urgently waiting a response."

Cast members tweeted comments ridiculing the offer, according to msnbc.com:

Paul “DJ Pauly D” Delvecchio had his own comment, calling the brand out on Twitter for reportedly previously selling shirts with the “Jersey Shore” gang’s famous catch phrase – GTL – gym, tan, and laundry.

“Hmmm if They Don’t Want Us To Wear Those Clothes Why Make GTL Shirts #yourPRsux,” he wrote, tweeting to a picture of an Abercrombie & Fitch T-shirt with “GTL” stamped on it above the word “Fitch.”

-srbp -