Abercrombie & Fitch De-Branding?

By Maggie Sicklinger [August 23rd, 2011] 


I guess when the Jersey Shore series hadn’t lost its glamour A&F starting selling tee shirts with the slogan, “The Fitchuation” to capitalize on Michael Sorrentino’s, “The Situation” appeal.  A&F never had a formal arrangement with the celebrity to represent the brand; they were just capitalizing on the trendy phenomenon of the shows popularity. But it seems that A&F has had a change of heart and no longer feels that Mr. Sorrentino is good for their brand.  So A&F has agreed to pay Mr. Sorrentino an undisclosed sum for NOT wearing their brand.  If only the Vidal Sassoon brand manager had thought of that prior to the “If you don’t look good, we don’t look good” campaign, perhaps they could have recalled those tee shirts because, in some cases, it really hurt the brand.

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