It’s back-to-school season, and as CTV’s Canada AM reported this morning, the average amount of money spent on back to school shopping is over $400 per student. That’s big money spent not only on school supplies, but on clothing as well.
What better way to publicize your clothing brand during one of the busiest shopping seasons of the year than to connect yourself with one of the biggest reality shows in North America?
Jersey Shore is MTV’s crude and lewd reality TV show following the lives of New Jersey’s tackiest party people. Abercrombie & Fitch is a retail giant specializing in mid-priced preppy clothing for teenagers and young adults alike.
Referring to one of the main cast members, Mike “The Situation” Sorrentino, in a press release, the retailer explained, “We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image.” Abercrombie & Fitch went on to further say its company will pay a “substantial payment” to any cast member to stop wearing its clothing on the show as it’s “contrary to the aspirational nature of the brand.”
This PR technique is pretty brilliant. Abercrombie & Fitch is getting its name out to the public during back-to-school season, which will most likely pay off financially a heck of a lot more than the “substantial” amount of money they may or may not even pay out to the cast of Jersey Shore.
- With files from The Associated Press
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