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Abercrombie & Fitch tries to stifle Jersey Shore effect

American casualwear giant Abercrombie & Fitch has offered compensation to one of the stars of MTV’s hit reality TV show, Jersey Shore, to stop wearing its clothes.

Michael Sorrentino, also known as The Situation, has been offered financial compensation to stop wearing Abercrombie & Fitch products as the retailer was worried that his association with the brand would damage its image.

Jersey Shore, which premiered on MTV on December 3, 2009 in the US, is a reality series that follows the lives of eight housemates spending their summer at the Jersey Shore. It is shown in several countries worldwide, including the UK.

A statement for the retailer’s brand senses department said: “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.”

The sum agreed is undisclosed but is said to be in exhange for Sorrentino wearing an ‘alternate’ brand. Abercrombie & Fitch has also said that it has extended its offer to other members of the show’s cast, and is waiting a response.

Readers' comments (5)

  • Brillient! This offers a whole new revenue stream to many C listers. The opportunities are limitless! Wayne Rooney and Jordan could make themselves very wealthy with this initiative, and be restricted to wearing only Matalan items. You would know your celebrity career was over if you ever got the call from Primark!

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  • Not only are people in the public domain commanding huge sums of money to endorse brands they are also now being paid not to associate themselves, only one winner there ................ this could very easily get out of control.

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  • Can A&F pay me money for not stocking their brand in my store? :)

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  • A stroke of genius from the marketing team at A & F. They have got themselves free publicity whilst disassociating the brand from the jersey shore stars in an attempt to rescue the brand image from the reality of those wearing it. I'd imagine Superdry would be a better choice for the Jersey Shore lot.

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  • Jessica Good

    Oh if only Burberry had thought of doing this! It would have bankrupted them, though, lol!

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