Abercrombie & Fitch creates its own ‘Situation’

American Store Abercrombie & Fitch have offered one of the stars of hit US TV show, Jersey Shore, a substantial amount of money to stop wearing their clothes. The company issued a statement saying “We are deeply concerned that Mr. [Michael] Sorrentino’s [AKA The Situation] association with our brand could cause significant damage to our image,” says the company.

“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. We have also extended this offer to other members of the cast, and are urgently waiting a response.”

This is a complete turnaround for the brand as last summer they were seen to be selling ‘The Fitchuation’ tees for men.

Image Abercrombie-fitch-mens.com

Michael Sorrentino named himself ‘The Situation’ because situations always seem to happen when he is around.  He is often seen sporting Abercrombie and Fitch clothing in episodes and considering that the third series of Jersey Shore kicked off with 8.4 million viewers; it is a surprise that Abercrombie and Fitch aren’t using this as a marketing opportunity.

There are also striking similarities to both brands so to speak… at the entrance to many Abercrombie and Fitch stores, many male models are seen posing topless, which is what ‘The Situation’ seems to do in many an episode. Perhaps instead of offering money to stop wearing the clothes, a partnership could be created instead?!

By Adriana Panas-Webb