Bad Move: Abercrombie & Fitch Tries To Make Sure Middle Class, Urban America Stays Away

This entire “situation” is reminiscent of the statement made by Frédéric Rouzaud, a Cristal champagne company manager who said the brand did not like rappers alluding to it in songs.  Jay-Z responded by boycotting the company, stating: “It has come to my attention that the managing director of Cristal… views the ‘hip-hop’ culture as ‘unwelcome attention’… I view his comments as racist and will no longer support any of his products through any of my various brands, including the 40/40 Club, nor in my personal life.”

Jay-Z has since famously partnered with Ace of Spades champagne to promote what he often refers to as “gold bottles” in his lyrics. A previously unknown brand, the company was happy to be associated with the entertainment powerhouse. Partnering with Jay allowed Armand de Brignac, the maker of Ace of Spades, to break into an international market with the rapper’s golden touch.

Could this be a lesson for The Situation in dealing with A&F? Let’s face it — Abercrombie’s stock price is down 4% despite a reported rise in sales. That is certainly not The Situation’s fault. It shows a lack of confidence in the company on Wall Street, whose workers do not base their business decisions on “Jersey Shore.”

Abercrombie & Fitch needs to place blame for their depreciating brand somewhere else. And The Situation — no stranger to making millions off his own super-powerful brand — needs to transform this negative attention into yet another opportunity. Just like Jay-Z, this man who is beloved by the masses can use his magic to strike it rich (again) by belittling the very company that claims he’s not “good enough.” As a clothier, he could strike out on his own.

If I were an apparel investor, I would bet on Michael Sorrentino.