A brief from the USA Today Money desk yesterday stated that clothing giant Abercrombie & Fitch has asked that Mike "The Situation" Sorrentino, and the lot of his "Jersey Shore" mates stop wearing their clothing on their show. They've even offered to pay an undisclosed sum of money for the "cast" to wear something else. Now this little bit of a dust-up does pose a risk for Abercrombie & Fitch since they've lost market share in recent years, but lately they've had a 64% increase in net income and they've achieved name recognition again after J. Crew. So maybe they feel like they can afford to pick a fight with the decidedly low-brow MTV hit and play the "elitist" card. Of course, all this could raise the profile even higher for Sitch, PaulyD, JWOWW, Snooki, and all the rest, which is, as we all know, something the world desperately needs right now.
From my perspective, this can't be good. When a major clothing retailer is asking you not to wear their clothes in public and will actually pay you not to, the standard reaction is to feel perhaps a bit slighted. One might ask, "What? Is your clothing too good for us?"
Abercrombie & Fitch is saying, in effect, "Yes. It is."
Is it a bit elitist? One could argue that. Or one could argue that since we seem to be celebrating lowlifes on TV these days, certain brands might not want to be associated with that.
Personally, I got quite a laugh out of all this. Just what I needed with my coffee.
Talk amongst yourselves.
More Later
KCD
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