Abercrombie reaches for PR heaven
Trendy clothing maker Abercrombie deutschland trikot 2013 Fitch has provided to pay eventrendier MTV show Jersey Shore untold wads of money to stop putting its troublemaking characters including Mike "The Situation" Sorrentino in Abercrombie apparel.
Abercrombie, perhaps most widely known because of its racy catalogs that have shown halfnaked dudes in its pricey duds, says inside a news release that it believes "significant damage" might be completed to the company's image by having Sorrentino seen in its apparel. An deutschland trikot association to "The Situation" runs counter to the brand's "aspirational nature," the discharge says, and may be "distressing" to customers.
Is this for real? For brands such as these, perhaps there is nothing more real than PR. But odds are, PR experts say, there will be no loser in this battle from the teentargeting brands.
"You have two opposing parties with similar goal: publicity," says Jonathan Salem Baskin, a branding consultant. "The only one who loses is the one that doesn't get to write the final pr release."
At that rate, the battle could rage for weeks.
"No news isn't news, and bad news is the best news," says Robert Passikoff, a brandname research expert. The advantage of it, he notes, is the fact that unlike many recent fu脽balltrikots celebrity image battles, from Padraig harrington to Charlie Sheen, "This is imagedriven, not scandaldriven."
For the reason that arena, Abercrombie might have something to get rid of. After losing its edge in recent years, Abercrombie has regained its cult status and now ranks second only to J. Crew because the apparel brand with the most brand loyalty, says a February survey of 46,000 consumers by Passikoff's research firm, Brand Keys.
An MTV spokeswoman did not return messages.
After losing market share to cheaper competitors throughout the recession, Abercrombie has dfb trikot rebounded by concentrating on international expansion and shutting underperforming stores.
However playful the PR banter might seem, it's serious stuff. "Jersey Shore and Abercrombie share one common need," says Baskin. "Relevance."For more information about reprints permissions, visit our FAQ's. To report corrections and clarifications, contact Standards Editor Brent Jones. Include name, phone number, state for verification.