By Alexis Garrett Stodghill
What would you do if, thinking you are a hot commodity, one of your favorite labels put out a statement telling the world it hates being associated with you? This is the situation that “The Situation” is facing this morning. Millions are gaping and guffawing today at the news that Abercrombie & Fitch hates the reality star, who often wears the brand on the wildly popular series “Jersey Shore.” Unfortunately the ridiculous antics of The Situation that have brought him tons of fans are not seen so favorably by Abercrombie’s brand managers, who had this to say:
“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” a representative from A&F’s brand senses department wrote. “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 therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response.”
Newser also reports that other cast members of “Jersey Shore” have been offered tidy sums to stop wearing A&F. The Situation was singled out because he does so with the most frequency, often displaying the Abercrombie label on his briefs when famously flashing his abs.
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.
