Tag Archives: abercrombie & fitch

Abercrombie’s Latest Move – Bad PR or Calculated Branding Campaign?

Being the news aficionado’s that we PR Pros are, by now I’m sure that you caught the news that Abercrombie & Fitch coincided a release about their fiscal 2nd quarter earnings increasing 64% with a not so subtle side note that they have offered money to Mike “The Situation” Sorrentino from MTV’s “Jersey Shore” to stop wearing the clothing brand on their show.  Hmmm.  Interesting footnote to an earnings release, don’t you think?

Now, I have never seen one millisecond of the TV show but I have seen commercials for it leading me to believe that it not only isn’t something that I would want to watch but falls under the category “Realty Trash” in my book.  However, Abercrombie’s announcement did give me pause to think, “Was this a smart move or bad PR?”  After all, it seemed like a calculated risk for them to blatantly send a message to viewers of one of the top Reality shows in the U.S. that they think Mike “The Situation” is a bad influence and dare I say, a loser. Read the rest of this entry