Jersey’s Flaw

20 Aug

Just before American Dad, I caught the ’60 seconds’ news update from BBC Three to find that Abercrombie & Fitch have paid Mike ‘The Situation’ from Jersey Shore to stop wearing their clothes. I’ve got to admit this is the first time I’ve ever heard of such an action taking place and its quite a bold move.

Clothing brands in particular have their image subject to the power of the consumer. Time has proven that it is not just the brand messages, advertising and other marketing tools that companies use to position themselves, these are just factors that can guide consumers towards what they should think about a brand. Ultimately people make up their own minds. This was seen when Burberry’s luxury image was effectively hijacked and their famous chequered pattern became a symbol for the modern ‘chav’.

Abercrombie & Fitch have obviously been keeping a very close eye on the fist-pumping ‘GLT’ boys of Jersey Shore and are not happy about their association with the brand. So much so that they’ve actually paid Mike Sorrentino a “substantial payment” just to stop wearing their clothes, whilst extending the offer to other members of the cast. Will this set a precedent of anti-product placement? Who can tell. Anyway, just in case this you haven’t seen this show yet here’s their best moments courtesy of YouTube. I’ll let you make your own minds up…


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